Awareness and trial are key for any new product launch. The recent Arnott’s Tim Tam by Adriano Zumbo collaboration had the benefit of bringing together two exciting and widely recognisable brands, however, the challenge was to cut through the clutter of the grocery environment, get the new products to stand out from the crowd, and drive trial of new unknown flavours in favour of the iconic original Tim Tam range.
Visibility and cut through
Colour, brand, and shape are all useful tools in creating visually disruptive POS. For Tim Tam, the big move away from its traditional chocolate brown brand colours into a magical world of Zumbo pink created contrast in the category and a clear definition of the new range.
The Tim Tam brand features prominently on the creative, ensuring shoppers can still clearly connect to the brand. In addition, the popularity of Adriano Zumbo and the familiarity of his face from his Masterchef appearances has been leveraged by featuring him on POS and developing Zumbo standees for additional theatre and cut though.
Excitement and enticement
Flavour was central for the Tim Tam by Adriano Zumbo launch. Knowing shoppers are highly visual, it was important to bring the product and flavours to life instore.
As beer marketers focus on the cold bottle shot and Cadbury on flowing chocolate, creating appetite appeal is an age old way of getting products, especially treats, to jump off the shelf. Partially bitten biscuits enable shoppers to almost taste the new creations, and the ‘treat yourself…’ messaging is a simple call to action.
With the flavours released in Tim Tam’s smaller treat pack size, consumers are encouraged to explore the range and are driven by the immediacy of a bold ‘LIMITED EDITION’ call out.
Location, location, location
The final piece to the visibility puzzle is location. If shoppers don’t see new products, brands never get the opportunity to convince them to buy.
For Arnott’s and The Zoo Republic, providing a flexible POS solution to store meant Tim Tam by Adriano Zumbo could be highlighted not only on shelf or in aisle, but also incorporated into the Tim Tam 50th Birthday promotion on gondola ends and off location displays, as well as at the all critical impulse zone near checkout.
Comprising smaller pieces such as header cards, bombursts, posters, standees, and small footprint displays, the POS suite enables store managers to feature product at multiple sites throughout the store.
By maximising visibility and driving purchase opportunities, sales of the Tim Tam by Adriano Zumbo range and the feedback from the Arnott’s field team all point to a very successful launch.
Checklist for POS success
– Ensure POS is visually distracting – think colour, shape, and contrast
– Focus on one key visual to bring the product to life and communicate its key benefit
– Keep words to a minimum and ensure a simple, clear call to action
– Always consider your environment, retailer preferences and constraints.
Karen Spear is director of shopper marketing at The Zoo Republic. She can be contacted at email@example.com.