- Profile of Nescafe GoldAdding the value with the merchandising unit
Merchandising units have significant shelf apperance in major supermarkets. Units can be the first contact to the possible purchaser. Merchandising units are also free ad-space that should be thought more. Nescafe Gold- merchandising unit is structurally simple but the core idea is its' silhouette. Cardboard package is cut from edges to resemble the shape of the actual primary packaging. The graphical appearance supports the silhouette. Every side of the unit include half of the shape and when placed in a row, the units create the ongoing pattern of Nescafe Gold profiles. When in shelf, the pattern of profiles is the first to catch the eye. Even if the merchandising unit is nearly empty, the appearance of the profiles make sure there is something in front to resemble the actual primary packaging.
- Behavior in retail environment
Following concept was done before Nescafe published the new Nescafe gold packaging. But the principle of the merchandising unit still works. Using the profile of primary packaging in merchandising unit will help customers to remember the product, even if the unit itself is nearly empty.
Note also that this is just a concept and has nothing to do with the actual brand.