ActivationGallery
Summer Promotions Beating the heat, preventing sunburn, barbequing and the Summer Olympics (every four years) are omnipresent messages at retail for the manufacturers and retailers of summerrelated products. This year was no different, especially since the activity from Olympic sponsors such as Coca-Cola and Procter & Gamble appeared a year later than originally planned, thanks to the COVID-19 pandemic. Summer marketing messages appeared both online and in stores, starting back in May and continuing through August. Here’s a sampling of what Path to Purchase IQ editors found as they monitored activity at retail in various channels, including grocery, mass and drug. Path to Purchase Institute members can see many more summer-related activations in the image vault at P2PI.org. Beam Suntory’s Jim Beam tied in to baseball season with a pallet display at Meijer stocking its liquor SKUs around a large baseball atop a wooden bat. A sign affixed to the display encouraged shoppers to enter the brand’s “Highball at Home” sweepstakes, which awarded prizes such as a sparkling water machine from PepsiCo’s SodaStream, “highball” mugs and ice trays.
PepsiCo activated its national summertime campaign in Amazon and Walmart stores using its “Let’s Summer” rallying call and touting the availability of “awesome” prizes. At the new Amazon Fresh location in Bellevue, Washington, a TV screen hanging from the ceiling depicted the campaign creative with a pool theme. In Walmart’s beverage aisle, shelf strips instead employed a backyard theme and invited shoppers to scan a depicted QR code for summer activities.
September 2021
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PepsiCo’s Frito-Lay enjoyed secondary merchandising space this summer at Meijer via a spectacular positioned along the store’s action alley. The display featured elaborate headers depicting Cheetos, Lay’s and Doritos chip bags bookended by splashes of water under a “Let’s Summer - More Fun to Share” message. Multiple QR codes depicted on the display directed shoppers to a promotional site to enter to win “awesome prizes,” such as a home theater projector and pop-up cinema screen, folding chairs or a branded cornhole board set.
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