Future Consumer Limited has recently acquired a long-term agreement with California-based Sunkist brand to manufacture, market and sell fruit juice, fruit juice drinks, sparkling beverages and a range of other food products in India. This summer, Future Consumer products created a buzz in their prime outlets with an in-store activation campaign for Sunkist. The campaign named – ‘Love Summer, Live Sunkist’ – was designed to establish Sunkist as the most visible brand for consumers walking into stores.
Anuradha Singh, Chief – Experience Design, Future Retail shares with Point-of-Purchase, “Summer being the most important season of the year for beverage brands, we decided to take a major drive in our stores to celebrate the ‘Love Summer, Live Sunkist’ theme. We took up various impact properties in the stores like category arch gates, focal point displays and danglers, which we knew would give us high visibility in the stores. Apart from this, we also took the impulse buying sections seriously and deployed cash till units, chiller branding, cross promotional units (for e.g. parasites in chips sections) for our smaller SKUs and saw incremental sales.”
The ‘Love Summer, Live Sunkist’ campaign has been executed in all Big Bazaar stores across the country but a major drive has been rolled out in their top performing stores in Mumbai. This served as a pilot to see the impact of branding which resulted in 3x increase in sales from other stores.
The brand has plans to scale up the campaign through other customer engagement activations and sampling. Anuradha informs, “Especially after seeing the results of this activity, we have planned more in-store consumer engagement activities for our ‘Fusion Drinks’ across 40-50 stores in the country.
The activity involves a mixologist who will be making mocktails with our drinks and offering samples to consumers in-store. Fusion drinks as a concept is not understood by consumers and with this activity, we aim to make them aware of this new product and its usage. The initial results for this activity have been very promising and we are excited to see how this pans out for us.”