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02 Jul 2012

Cadbury's sweet factory

Creating a unique Point of Sale (POS) display to gain competitive advantage

Kraft Foods is one of the world’s largest confectionery manufacturers, operating in the most competitive of retail areas where up to 80% of consumers’ purchasing decisions are made at the point of sale. Cadbury’s brand managers are constantly striving to find ways of ensuring their products maintain their brand-leader status.

The brief

 With impulse purchasing being the main motivator, packaging, presentation and positioning in store are vital to ensure brand names stay at the forefront of consumer’s minds. Cadbury’s asked us to create a unique point of sale display unit that was bigger than anything before, to gain a competitive advantage in the Irish market.

To appeal to all demographics, it would showcase 26 distinct product lines. The unit had to be easily erectable in store and capable of holding 140kg of stock in 66 cases.

Finding the right solution

Jonathan Arthur, General Manager of Smurfit Kappa Display, based in Ireland, explains the approach taken by the team.

“Our design team developed a series of 3D visuals and presented them to Cadbury’s. Using the initial feedback, physical prototypes were produced for review and approval. As well as the structural shape and artwork that was developed, the product was designed to display single- or double-sided, so it could be shopped from 360 degrees. It could stand alongside a permanent shelving fixture or be used as a standalone display in the centre of an aisle. The strong branding and high degree of flexibility built into the design meant it was extremely well received by Cadbury’s and by retailers.”

“Our products displayed in the Cadbury’s sweet factory sold in volumes that were 3 or 4 times greater than those we would normally sell on promotions, resulting in a strong sell out.” 

Eileen Leahy, Grocery Channel Marketing Manager at Kraft Foods

Getting results

The 360 degree display solution delivered sales in excess of expectations, and units placed in stores were increased by 60%.