Beldent Design & Branding WHEEL by Brion


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Industry Chewing-Gum
Media Design & Branding
Market Argentina
Agency Brion
Released January 2011

Credits & Description

Category: Point of Sale
Advertiser: KRAFT FOODS
Product/Service: TRIDENT-BELDENT
Agency: BRION
Date of First Appearance: Jan 11 2011
Entrant Company: BRION, Buenos Aires, ARGENTINA
Business Director (Gums & Candies): Javier Arriola (Kraft Foods)
Category Director (Gums & Candies): María Mujica (Kraft Foods)
Marketing Manager: Marina Prieto (Kraft Foods)
Brand Manager: Pablo Tibaldi (Kraft Foods)
Sales Director: Pablo Tolosa (Kraft Foods)
Trade Marketing Manager: Juan Jose Lopez Santiso (Kraft Foods)
Trade Marketing Category Manager: Claudia Geniz (Kraft Foods)
Trade Marketing Category Supervisor: Helio Romero Franco (Kraft Foods)
Trade Marketing Category Assistant: Claudia Bisignano (Kraft Foods)
Media placement: Chew-Gum Display Wheel - 500 Convenience Stores - 11 January 2011

Describe the brief from the client
To create a display element that would achieve product availability, visibility, communication and persuasion of shoppers.
To increase sales, conversion rate and value and brand identity.

Describe the challenges and key objectives
To excite POS.
Create an “icon” execution to stimulate the innovation at POS.
Be distinctive from our competitors getting a preferential position at POS.
Improve shoppers' experience.
Be the client's first choice.
Maximize sales in Key POS.

Describe how you arrived at the final design
Two years of work.
Observation of the target market in Brazil, Colombia and Argentina.
Brainstorming session with the participation of multidisciplinary teams (designers, marketing experts, engineers, trend hunters).
The agency and the client worked together.
Definitions of brand DNA and architecture.
Interface designs with Shoppers.
Prototyping, Proofs, engineering, product development, mass production.

Give some indication of how successful the outcome was in the market
The market outcomes are striking.
Increased sales in places where the wheel has been implemented.
Shoppers are connecting with the game of rotation and the possibility of selection.
Highly valued by our customers that want to have the wheel.
Increased visibility of our products in the POB.