Ask

Identify secondary retail placement opportunities and usage occasion stories for new Frozen product launch.

Engagement

Recommended placement locations and custom fixture design for display of new items.

Outcome

Secondary placement strategies along with custom frozen fixture solutions.

Services

Retail Strategy, Retail Design, Fixture Design, Prototyping

Framework

Mars Wrigley bought a minority stake in KIND in 2017.

Fast Forward to 2019 and KIND is leveraging the Mars partnership for the launch of their new line of Frozen items. Mars has a strong history in frozen, known for novelty ice cream such as Snickers, Dove and M&M Cookie Bars. This was their first foray into the Frozen BFY category.

Their team enlisted PINE based on our knowledge of retail and of the Mars business. PINE led the client’s cross-functional team through retail workshop which included store visits and ideation to identify secondary placement opportunities.

Output

Concepts and prototypes for secondary merchandising opportunities

Our team generated a number of concepts for different channels and places in the store.  The concepts included messaging and merchandising recommendations to drive the better for you (BFY) nature of these items. Several concepts appealed to retailers during sell-in and were prototyped and sold in for placement in store.