1. 8 I December I 2016
Cover Story
Snack Attack In-Store
Probably done for the first time in India, Colonel & Co. created a storyline behind its packaged
chip n dip snack variant that reflected the brand story’s protagonist, the Colonel. Here
essence of the army & war time tales come alive through its in-store campaign. Executed by
Brand EvoSys, the brand “Colonel & Co” was positioned as ‘legendary snacks’.
Fizzy Foodlabs recently made its
debut in the burgeoning snacks
category in the country with its
chip n dip Nachos brand named
“Colonel & Co” available in three
exciting flavours - Peri Peri Nachos
& Salsa; Olive & Herb Nachos &
Salsa & Moroccan Mint Pita & Salsa.
Competing with other home-grown
and international snack brands,
Colonel & Co launched a disruptive
shopper connective campaign at
the in-store level.
To promote its product launch,
Colonel & Co. kick-started its in-store
branding campaign with HyperCITY,
focusing on two cities - i.e. Mumbai
and Hyderabad in the first month,
which will be scaled up to all other
HyperCITY outlets in December.
Speaking on this campaign, Varun
Jhawar, Co-Founder, Fizzy Foodlabs
said, “The idea for the selective
launch was to understand and
validate the story telling elements
for the brand, for which HyperCITY
is a perfect testing ground with its
evolved consumer base. Apart from
HyperCITY, this is being scaled up
to Big Bazaar and ABRL accounts
in December for Mumbai, Delhi,
Gurgaon, Bangalore, Hyderabad,
Ahmedabad, Pune and Kolkata.”
As per the brand, the aim of this
campaign was to bring to life the
brand idea of Colonel – who is a
sophisticated army personnel with
a lot of travel stories to share and
also the ‘Legendary Snacks’ in the

2. 9 I December I 2016
Cover Story
Varun Jhawar Co-Founder,
Fizzy Foodlabs opines, “We drew
inspiration from liquor brand’s
way of merchandising and story-
telling as that category solely
relies on POS communication for
their marketing. Brand EvoSys
was our partner who took the
brief in the right spirit and
created an elegant, life size story board for the brand through
various army style visual elements. Also, one of the key USP’s of
the product is our patented packaging design, which needed to
be highlighted as a part of the launch. Significant focus was also
given to visually communicate this uniqueness of having chip and
dip together in a convenient tray format.”

3. 10 I December I 2016
life size dummy of all the 3 flavours
and they were displayed at the pillar
entrance of the Malad store. To keep
the continuation, Q-managers were
created displaying all the variants.
Also excitement was created in
the snacks category by setting up
another two life size packs on the
canopy top with nacho’s flying off
in the air supported by category
header, bay breakers and arches
over the category aisle. The basic
category branding theme was also
executed at HyperCITY, Viviana, and
Vashi and Hyderabad too.
Apart from modern trade, for GT,
the brand approached the problem
statement with a different framework
as GT is far more constrained when
it comes to product visibility, given
the limited real estate and the host
of choice of products that they carry.
“We designed a special outer case
for the product that transforms into
a counter top display for GT. This
helped us get great visibility on
launch at the same time reduced our
efforts and cost for implementing
separate visibility elements in the GT
format” shares Varun.
According to the brand team there
were a host of execution challenges
“The entire project was
smoothly executed and well
supported by the HyperCITY
and Fizzy Foods team. The
only challenge of the project
was, it took us around 4
days to complete the whole
execution at HyperCITY,
Malad since different type
of materials were explored
and developments took
considerable time to match
each element exactly
with the design. Overall,
a great experience and
such innovative projects
help us to bring the
best out of us,” informs
Kaushik Bhattacharjee
Founder & MD, Brand
EvoSys.
Cover Story
proposition for the brand campaign
helps to draw on visual elements
that have an iconic status in the
consumers mind.
On the design and execution of
the project Kaushik Bhattacharjee,
Founder & Managing Director of
Brand EvoSys shares, “The best part
of the brief was that we were given
a free hand to explore all possible
options to bring the brand live at
multiple touch points as agreed
between Fizzy Foods & HyperCITY.
It was an exciting project for our
design team since everything was
to be done from core starting with
visualisation of each element to
selecting colours, building the theme
and bring the brand live at store.
We developed a very innovative
6’x 6’ activation kiosk standing on
barrels with its backdrop displaying
a vintage plane and imagery
representation of a binocular,
colonel cap and a rope. The same
has been placed at HyperCITY,
Malad and Hyderabad. Around the
same theme, an innovative endcap
has been designed to keep the
connect in consumer’s mind.”
Being a new entrant in the market,
Brand EvoSys also came up with 6’

4. 11 I December I 2016
Nabamita Chatterjee
Cover Story
from the concept stage. The primary
challenge was replicating the
packaging in a larger than life format
and this was achieved with a unique
mould preparation that helped them
replicate the same look and feel of the
tray. Also a lot of delicate elements
of barrels and airplane models were
created that took significant time,
energy and detailing as the agency
had to work with multiple partners to
make it happen.
On the need of such shopper-
connective programme in the store
level, Varun informs, “Given the
uniqueness of the product, we had
to make sure it is noticed by the
consumers, as it’s a drastic shift
from what the current category has
to offer. Also, trade activation helps
accelerate the journey of discovering
product market fitment in the initial
phase of the brand and product
journey. We got to engage with
the consumers at a deeper level to
understand if they truly resonate with
the proposition that we have to offer.
This can never be achieved just by
the virtue of product sitting on the
shelves.”
Staying true to the positioning of
‘legendary experiences’, the brand’s
next drive is going to be through
unique merchandise for trade to
relate to the brand. Also for trade
events, there is going to be a different
avatar of Colonel’s story inspired by
travel across the world and some of
the most iconic elements form the
past.n