Percept deploys pillar branding for PepsiCo

The activation has already started in various department stores in Kolkata and Mumbai, and will be followed by Delhi and Pune.

PepsiCo has partnered with Percept Out-of-Home (OOH) retail vertical for a trade initiative, to research, design, fabricate and deploy the secondary placement solutions at modern trade chains like department stores across India.

The activation, which started recently, will continue throughout the year. The products on display are PepsiCo beverages and Frito-Lay products, with special focus on the branding of Slice.

The activation has already started in various department stores in Kolkata and Mumbai and will be followed by Delhi and Pune. The target audience for this activation happens to be all who walk into the store, since the products are impulsive buys.

The locations used for primary placements of the products are gondolas, aisles, end caps and lobby displays. Even the pillars are being used for branding, after being identified as an opportunity for display and dispensing. Pillars are being used for dispensing the entire PepsiCo range of beverages, ready for consumption, both at room temperature as well as chilled.

PepsiCo wanted customers to have all choices available in the portfolio. Hence, PepsiCo with the support of Percept OOH, has created retail verticals for disruptive in-store displays at various places mainly pillar and aisle display.

Commenting on the activity, Alka Saxena, business director, new initiatives (retail), Percept Out-of-Home, says, "We have created creative and innovative concepts at various touch points like the gondola, end cap, perimeter, lobby, pillar, vending machines, and food courts. Of these, gondolas, end caps and lobbies are the most preferred locations. Pillars and vending machines get second preference as at times, it depends on getting the traders' permission. Generally, pillars are used only for high impact graphics mounted on sun board and to get the maximum branding effect."

Talking about the responses received from the customers, she added, "We have received a very good response from the customers. Since pillars are the tallest elements in the stores, they are the most visible of the lot, thus attracting the attention of most of the shoppers."