Hershey's management wanted a program that would deliver shopper "stopping power" when seen at the checkout area.  A unique-looking display and signing program was created to introduce the new Shaq-A-Licious Gummies candy products, support the Hershey's advertising campaign that stood out at retail and maximized retail sales. The program was targeted to consumers age 45 years or less that shop in convenience stores. Messaging focused on educating consumers to the fact that these are not your normal gummies, these are large oversized gummies (Shaq-sized). The units introduced the new gummies by calling out the large size, shapes, and flavors. A large football-shaped standee was designed with a large Shaq gummy header. A small footprint counter display unit was created to fit at checkout. The one-piece display design has a built in header and was partially pre-assembled to help make in-store execution easy. Flashing LED lights were added in the header area to draw the consumers attention at the checkout line. Hershey's management reported that the Shaq-A-Licious new product launch was very successful.  Pre-packed displays were shipped directly to Hershey's in-store merchandising team as complete merchandising kits. The display units and signs were easy to set-up which led to strong retail placement in over 3,000 stores. The unique display design drove consumer stopping power while shopping as evidenced by the fact that this new launch was the Largest BRAND NEW Sweets Brand in 2024.  

Entrant Company: International Paper

Client Company: The Hershey Company