MERCHANDISING

Foster's Group - Flavors of Australia

Problem

Catapult was challenged to deliver separate Summer and Holiday Promotions that were flexible enough to work with any combination of six different Australian brands from Limestone Estates (Lindemans, Penfolds, the Little Penguin, Rosemount, Wolf Blass, Greg Norman and Black Opal), depending on the individual retailer's assortment.

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Solution

Catapult created the "Flavors of Australia" program which captured the spirit of the outback and the heritage of the wine portfolio. A modular display, designed to accommodate large or small spaces, was developed with brand specific header cards to ensure each brand maintained its own unique identity. And given the importance of a wine's bouquet to its overall taste profile and enjoyment, specially designed scratch-and-sniff wine neckers were developed to engage consumers in the brands.

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Results

Limestone Estates received tremendous positive feedback from customers for developing creative displays that recognized their unique assortment and available floor space, and sales increased substantially vs. same period last year.