Objectives

As the carbonated beverage industry becomes a more increasingly competitive category, leaders such as Mountain Dew need to "up their game" for the merchandising of their products. Traditionally speaking, basic form fit, and functioning merchandisers was the footprint of all carbonated beverage displays. This type of merchandiser simply just does not attract consumers. The target was to take a well-recognized game that appeals to all ages and provide the opportunity for consumers to engage in an interactive display that required little assistance and commanded attention in any part of any store. Mountain Dew’s target audience is young adults both male and female, but this program was targeted around the NBA and climaxed at the NBA All Star Game. Targeting a reasonable footprint, this interactive display needed to allow the consumer to play the game while instinctively shopping for Mountain Dew products. As carbonated beverages are managed through a DSD system, this spectacular display was targeted to fit in entrances, lobbies and heavily traffic areas of all grocery and mass stores.
 

How were the objectives met?

The Pop-a-Shot game has been around for a long time, it had been solely designed for an at home experience. Mountain Dew wanted to create an interactive display piece highlighting the recent licensing agreement with the NBA. Mountain Dew, a PepsiCo product, has always had strong affiliations with major strong events. Introduced to stores in early November of 2019, displays were targeted to last throughout the NBA season, with a focus around the NBA All Star Game. PepsiCo has been a major supporter of the Super Bowl Half Time Show so it is only fitting that they follow it up with a tremendous support around the NBA All Star Game. This is not a standard Pop-a Shot game, this was strategically engineered to allow the consumer to interact with the game, but keep the game confined to the structure supporting it. While allowing merchandising of Mountain Dew products to add to their shopping carts Most importantly, the games were placed in strategic areas in entrances and main shopping areas of all grocery and mass stores. These interactive displays did not require personal interaction with an individual, they were self-engaged and monitored through security devices within the store. Basketball is a world-renowned sport and Mountain Dew’s alignment with basketball will continue for years to come. It was extremely important the interactive game and the product were married together in one unit for the game needed to be tied to Mountain Dew and would not capture the customer without this integration.

Location: Lake Zurich, IL, United States

Submitter: Bish Creative Display

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