Background

The brief from our Client PepsiCo Australia was to design a revolutionary modular racking system that delivered a superior, more flexible system to their customer.  The modular system not only had to deliver strong aesthic benefits, supporting the Grain Waves launch, but also be flexible enough to meet a wide range of channel requirements inside the one system.

Strategy

The big green Grain Waves message attracts attention to the display and cuts through clutter due to the simplicity of design.  The brand has enormous potential and CIS developed a system that could organically grow with consumer demand rather than the first trial rack been taken away and replaced with a larger rack as demand increased.

Results

The Grain Waves  rack exceeded placement target of 50% by achieving placement of all racks across fuel & milk bars within 6 weeks of roll out due to the modular nature and flexibility of the system.  They were also recorded in research as being highly visible and key in stimulating the interest and purchase intent of the shopper. Source Shopper Insights 2008.

The system provides in-store flexibility and merchandising options, as it can be formed into gondola ends, free standing island displays with up to eight units bolted together or in a single format.

The Grain Waves Rack is also an award winner, winning Silver at the 2008 POPAI OMA Awards in the Permanent Convenience Route Category.