The Printed Image was approached by the Coors Light brand team to design an in-store theatre experience that would leverage the “Rocky Mountain Refreshment” message for an innovative and flexible solution, with maximum visual impact.
The structure was to create a tunnel effect that would surround the consumer in store. By creating 3D layers of the Rocky Mountain vista, and using duratrans in the ceiling piece to allow the tunnel to remain lit, the consumer was brought to the Rocky Mountains.
That cases of beer are stacked literally between the mountains ties the brand imagery very closely to the product itself, leveraging it perfectly for the brand message.
One of the key requirements of the brief was that the solution be easily tailored to available space within the store. The unit has therefore been designed to be shopped from either one or two sides, and used either on its own, or built into configurations made of multiple units. There are variations for the roof piece and pillar ends to enable the unit work in whatever space is available in the store as well.
For stores where space is really at a premium, we have designed an unusual case tidy, which uses pillar ends from the units, plus a headerboard, to still allow product be stacked between the 3D mountains. It is quickly and easily constructed with a small footprint and fantastic visibility in store.
Feedback from the trade and from the client has been excellent – they have found the solution to be extremely flexible, while the visual impact truly makes the product’s presence in-store very strong. We’re looking forward to feedback about the resulting sales uplift in participating stores!
