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The merchandising builds on the brand’s playful image |
Mondelez World Travel Retail has launched its new merchandising display for Oreo in Asia.
The Oreo “toolkit”, unveiled during the TFWA World Exhibition 2013 in Cannes, builds on the brand’s playful image and is already making an impact at Singapore Changi Airport with FNA’s The Cocoa Trees and in Bangkok with King Power Thailand at the Srivaree Complex.
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The Oreo display units are said to add colour and fun to the shop floor |
Addressing two pillars of Mondelez WTR’s “˜Delighting Travelers’ category vision – ‘More Shoppers and More Often’ – the display aims to create an in-store experience for travelling consumers while its layout is adaptable to different locations worldwide.
Featuring the ‘Oreo Arch’ and scalable units, ranging from shelf supports to large wall bays, the merchandising kit has, according to Mondelez WTR, been greeted by an “overwhelmingly positive industry response”.
Mondelez WTR Manager Category Marketing Nicole Hatt said: “We want to spread the fun of Oreo and this new merchandising toolkit is one of the most innovative, eye-catching and joyful ways in which we can do this. The units are engaging and true to the brand’s identity while crucially delivering against two of the key pillars of the category vision we unveiled last year, “˜Delighting Travelers’.
“The highly visible and colourful displays will attract more shoppers to both Oreo and the wider confectionery offering, while the fun and easy-to-navigate design will increase the likelihood that travellers return more often to enjoy the same enjoyable experience and make repeat purchases,” she added.
Partnering with King Power Thailand, Mondelez WTR installed the first Oreo Arch at Srivaree Complex KPI2 North in Bangkok. Situated in front of the cash till area of the main duty free store, the unit is said to have had “an immediate impact” in this high traffic area. “Every aspect of the display powerfully reflects the essence of the Oreo brand, from the signature blue, black and white colour scheme to the giant Oreo cookies and delicious “˜splash’ of milk built into the unit’s design. Product visibility is high, and the best-selling Oreo Tin enjoys a prime position on-shelf,” the company stated.
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The highly visible and colourful displays will attract more shoppers to both Oreo and the wider confectionery offer, says Mondelez WTR |
King Power Thailand Vice President – Merchandising Division (Confectionery) Araya Plengkham said: “This unit is unique and attention-grabbing, and it will play a key role in the strategic development of the confectionery category, in my opinion. We are delighted that Mondelez WTR has worked with us to debut the Oreo Arch in Bangkok and that, together, we have had the opportunity to create something truly outstanding.”
Two Oreo displays at Singapore Changi, where Mondelez WTR has teamed up with retail partner FNA Cocoa Tree Shops in the airport’s terminals 2 and 3, have also attracted positive feedback. In both locations, the Oreo display units are said to add colour and fun to the shop floor, while driving footfall into the confectionery category.
In the T2 main duty free store, the Oreo display, in the outer corner of the shop, is visible from all sides, serving “as a signpost for the entire confectionery category, attracting shoppers into the store in this busy walk through area”.
FNA Business Manager Pamela Loo commented: “These impactful and easy-to-navigate units are having a positive impact on sales, both of Oreos and of confectionery in general. The great positioning of the T2 unit in particular is driving footfall into the store, and the additional use of the Oreo mascot in both stores has created an exciting and memorable shopping experience for travellers at the airport.”
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The merchandising kit has, according to Mondelez WTR, been greeted by an “overwhelmingly positive industry response” |
