Concept Designs

CHALLENGE

ABB, a division of Weider International, needed a display that would feature an energy drink in a countertop environment inside a gym or sports center. While maintaining a small footprint, the display should present the bottle or can in an eye-catching manner and communicate the benefits of the drink to the athlete. The featured drink of the month should be easily replaceable along with its feature/benefit graphic card. This new display would also draw attention to ABB's new bottle design and eye-catching graphics. The display needs to hold 3 different sized bottles as well as accommodate a "Tall-Boy" can. With thousands of potential storefronts, the unit needed to be inexpensive while maintaining a high quality image.

MARKET RESULTS

This display met ABB's marketing objective of featuring one of their many energy drinks in the gym or fitness center environment. The display communicates the benefits of each beverage and accommodates the varying drink container sizes. Its interesting presentation of a "floating bottle" helps to make the bottle a center of attention. The vibrant graphics serve as an effective backdrop, while providing strong brand presence. The changeable feature/benefit card and replaceable backercard give the display maximum flexibility and shelf life. The small footprint makes it easy to place in any gym or fitness center environment.
"In one test store, sales jumped 140% after the display was placed," Chris Lockwood, Senior Brand Manager.