Pepsi, one of Europe’s most popular beverage companies, is always at the forefront of fizzy drink innovation. They have expanded the Pepsi MAX brand to include lime, cherry, and mango flavors.
To launch their mango flavour in-store they required an impactful solution which would announce their new flavour while simultaneously minimising supply chain costs. DS Smith were ready for the challenge and developed a stackable system display which was delivered prefilled, making it easy to assemble by staff in store.
Emphazing the product exclusivity to Tesco stores
By using the contrast of Pepsi’s brand colours against sprinkles of bright yellow the unit embodied the refreshing flavour and grabbed busy shoppers’ attention. The header at the top of the display reiterated to shoppers that it was their chance to discover the brand-new flavour, raising excitement around the product launch while also emphasizing its exclusivity to Tesco stores. Did you know… 93% of UK soft drink shoppers describe themselves as “adventurous” making them more inclined to try new product innovations and flavours.
The 93% of UK soft drink shoppers describe themselves as “adventurous” making them likely to be tempted by new flavours and product developments (GWI).
As with all DS Smith displays sustainability was at front of mind. The display was designed for the circular economy and was a fully recyclable solution, with no plastic mop tray or gluing required. Moreover, as the display was made from corrugated board it was easily compliant with Tesco’s recycling waste streams.
Critically, as this new flavour is part of Pepsi’s no and low sugar range, the drink is therefore HFSS compliant. This means the products and displays hosting products can be sited in more spaces in -store and can emphasise sugar-free benefits to health-conscious consumers.
Developing innovative flavoured cola products
The 5.8% of the soft drink shoppers are 5.8% more likely to notice products promoted at end of aisle & 4.7% more likely to notice those promoted off shelf (GWI).
Pepsi MAX has become a market leader in the growing flavoured-cola market. According to Britvic, this is due to their focus on developing innovative flavoured cola products and investing in secondary in-store locations. In fact, since the launch of Pepsi MAX® Lime in June 2021, the brand’s flavoured colas grew by £6.3m (+16.9%) in just 2022. Meaning Pepsi delivered more growth for retailers last year than all other flavoured colas combined.
+ Source: GWI Core UK Shopper Study, Q1 2022. Sample size of 4,058 Soft Drink shoppers
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