The Hershey Company Pantry Pack Quarter-Mod Display
There is no denying that consumers are still spending more time at home since the start of the pandemic. New patterns of eating and snacking at home have taken hold. For Hershey, this created an opportunity to "exercise a different kind of innovation, one that meets new occasions with the tried-and-true beloved brands, packaged in different ways." Based on their own, internal consumer research, Hershey unveiled two new pack types that were created based on these changing consumer behaviors and the evolving retail landscape: the Pantry Pack, which holds 25 snack-size pieces
In support of this innovative pack-type launch, The Hershey Company wanted to design a quarter-mod display to launch the product into retail. The display would need to hold full cartons of the new Pantry Packs. With the product being a new concept and different from what the consumer was used to; the display had to have big information panels to billboard the product uses. The Hershey Company wanted to showcase that the packs could be stored at room temperature in pantries or chilled in the fridge/freezer. Shopper education was essential to understanding the unique and novel value proposition of the Pantry Pack.
for The Hershey Company
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The Shop! Outstanding Merchandising Achievement (OMA) Awards are the Marketing at Retail Industry's most prestigious, largest and longest-running awards contest. The OMAs honor excellent displays that set the merchandising and design precedents of today and become the standards of tomorrow. Entries vie for gold, silver and bronze honors in their respective categories and divisions. In addition, all gold winners are eligible for "Display of the Year," which represents the highest recognition the industry can bestow upon an at-retail display.
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