Minneapolis-based General Mills. “With the arrival of fall, consumers look
Entice with Endcaps
forward to pumpkin and apple-flavored products. As we get into the
holidays and cookie season, the flavors that consumers are looking for
include gingerbread, snickerdoodle and peppermint.”
Many of General Mills’ limited-edition items are returning favorites.
According to Siemienas, it is the consumer who makes the ultimate deci-
sion as to which products will return next year, based on their purchases.
“We also look at current flavor trends to determine the new flavors that
we introduce,” he says. “When items are popular, we normally bring them
back the next year. A lot of the excitement around these products is
based on the time of year they are available.”
To maximize sales, Siemienas recommends retailers merchandise limited-edition items on endcaps or in a specially designated holiday section. “Consumers have become very accustomed to these flavors appear-ing for a limited period,” he says.
When it comes to massive displays of seasonal holiday products, the
soft drink aisle is among the most active in the store.
“During the holiday season, many shoppers are visiting the store with
a mission to entertain friends and family at home,” affirms Jeanine Lewis,
brand director, Coca-Cola Trademark at the Atlanta-based Coca-Cola
Co. “Beverage stock-up trips increase 20 percent during the November-
December time period. Our brands are perfect complements to these
Starting October 30, select Coca-Cola Original Taste, Coca-Cola Life and
Coca-Cola Zero packages will be adorned with holiday graphics, which
will appear on a broad range of packages including glass bottles, mini
cans, 12-ounce cans and MPET bottles. “They will feature holiday graph-
ics inclusive of the iconic Sundblom Santa, Polar Bears and snowflakes.
Coca-Cola Life and Coca-Cola Zero will feature Sundblom Santa Graphics
on mini-can and six-pack 8-ounce glass carriers only,” Lewis notes.
In terms of limited-edition flavors, the company is introducing two
Coca-Cola Freestyle promotional mixes for the holiday, and on grocery
shelves, seasonal favorites Sprite Cranberry and Sprite Cranberry Zero are
“Coca-Cola also has a multitude of innovative merchandising solutions
that closely link the holidays to meals and at-home entertainment occasions,” says Lewis. In terms of display and messaging, “We want to drive
a clear shopper connection that nothing refreshes your family’s holidays
like Coca-Cola products.”
Cranberry Spices Up the Deli Case
Around the holidays, cranberry is not only popular in the soft drink