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Percept Out Of Home Executes Pillar Branding For PepsiCo

Housing the entire brand portfolio across categories.

Neha S | Delhi | March 25, 2011

Percept Out of Home, Retail Vertical, official partners to PepsiCo for their Modern Trade initiatives was called upon to research, design, fabricate and deploy the secondary placement solutions across Modern Trade chains, pan India.

PepsiCo wanted customers to have all the choices possible in the portfolio. Hence PepsiCo with the support of Percept Out of Home, Retail Vertical deployed gigantic and disruptive in-store displays at Spencer’s Retail (Delhi), one being a pillar display and the other an aisle display.

The main objective behind this in-store presence was to have an additional/secondary point of interruption, being an impulse category brand these interruptions tend to fuel conversions. The display stocked all the brands of PepsiCo; however the lead brand chosen was ‘Slice’ because it is a great impulse buy and has the least gatekeeper’s resistance as compared to other aerated drinks and shoppers don’t go into a doubt mode while buying it.

Keeping all the norms in mind Percept Out Of Home, Retail, developed a very sleek bottom, light modular structure, which provided stocking and very effective branding. ‘Catchy’ displays always works for an impulse buying category. Thus the design of the display is made to be clutter breaking without obstructing the path of consumers.

Commenting on the activity Alka Saxena, Business Director – New Initiatives (Retail),Percept Out of Home, Says “ Creativity and innovative concepts are different touch points like Gondola, End Cap, Perimeter, Lobby, Check Lane, Pillar, Vending , Food Court etc. Generally preferred locations are gondolas, end cap and Lobby. Places like Pillar, vending machines get second preference as at times it depends on Traders permission and the ROI is lesser. Generally Pillars are used only for branding- High impact graphics mounted on sun board. Also it’s observed that space around pillars is used randomly.”

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