1. Atlanta — The Coca-Cola Co. in partnership with dunnhumby, is testing
a merchandising solution in Kroger’s Mid-South division that lets
shoppers create their own beverage multipacks.
The “Variety Station” endcaps stock 24 varieties of the manufacturer’s
Coca-Cola, Sprite, Fanta, Minute Maid, Barq’s, Mello Yello, Tab,
Seagram’s and Fresca brands, which shoppers can mix and match into
eight- or 10-packs.
Kerri Kopp, Coke’s senior brand manager, sparkling portfolio strategy,
says that the solution provides an easy way to try new brands or flavors
and makes it easier to satisfy multiple taste preferences within a
household or at a gathering. “We know that consumers are constantly
seeking choice and variety and they love customization.”
The marketing solution is being promoted in stores via shopping cart
signs and Catalina Marketing’s checkout program. Shelf talkers and
floorstands are positioned around the endcaps.
The pilot program launched in 10 stores this year and will run for
several months. Coke and Kroger have partnered with several consumer
research suppliers to analyze the results. MeadWestvaco, Richmond,
Va., helped Coke create the displays.
Coca-Cola Mixes It Up with Variety Station
Samantha Nelson - July 22, 2013