MERCHANDISING

Foster's Group - Holiday 2006

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.

---

Solution

Knowing that wine was often given as a gift at holiday parties, Catapult created a unique, modular display theme "Arrive in Style". Catapult created a pillow necker which held a high quality, decorative wine gift bag as a gift with purchase. And finally, to ensure each brand maintained its own identity, Catapult created a snowflake gift card with a specific holiday message for each brand that was merchandised with the wines at display.

---

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.