The collaboration between the two major players Sodastream and PepsiCo was launched with a 360-degree campaign throughout Finland. The trusted partner, Brand ID Display & Packaging Oy, showed its mettle and met many of the requirements of major global brands. For example, doubling the size of store materials, even tripling, was completed in time.
Authentic Pepsi beverage concentrates entered Sodastream’s selections in April in Finland. This naturally required eye-catching campaign materials, which were implemented and delivered to different parts of Finland by Brand ID Display & Packaging. All the big retail chains are involved, such as Gigantti, Motonet, Halpa-Halli and Puuilo.
A CLEAR VISION AND AN EFFECTIVE CAMPAIGN
According to Teemu Jutila, Sales Manager of Finland, Sodastream’s sales have been growing strongly for the past five years. Pepsi would add to the boost even further, so it was decided to do the marketing with a spectacular 360-degree launch. There was no question about the implementing partner, and a long collaboration process with Brand ID generated a fruitful campaign.
“Consumers are not used to seeing SodaStream and Pepsi in a joint campaign, so we sought effective visibility throughout Finland. We wanted to signal that we are not selling just any cola concentrate, but the same authentic, original taste as in the Pepsi bottle,” Teemu says.
It also works the other way around. Finding the familiar favourite taste in the selection acts as a spur to buy a sparkling water maker.
MUCH IS REQUIRED OF SALES DISPLAYS
There was a strong investment in the point-of-sales materials.
“We needed long-lasting, attractive and distinct materials. We knew the avalanche of demand was huge, so the size of the displays had to be increased safely but without compromising on style. We discussed this with Brand ID and found a good solution,” Teemu says.
He says that, in a partner, he values creativity and the ability to find new, functional solutions.
Did you know? The abbreviation POS comes from the words Point of Sales. In stores, they attract attention and effectively also attract customers.
PARTNER READY FOR QUICK ACTION
The launch of a world-class brand strictly follows the marketing guidelines. Planning needs to start well in advance, as the materials must be approved by PepsiCo in New York, in addition to the local organisation. Success required a lot of design work and a reliable partner.
It is natural to work with Brand ID. We’ve know each other for years and there is no need to explain the rules of the game in detail. We also value free brainstorming and promptness. A reliable partner starts product development at a fast pace and the finished product is created very quickly if necessary,” Teemu concludes.
Coming up This autumn, new launches will be announced as the SodaStream version of North America’s most popular bubly™ flavouring will enter the market.
WHAT WAS DONE?
Brand ID Display & Packaging Oy provided:
- totems and towers
- floor display stands
- floor graphics
- store-specific materials
“WE VALUE BRAINSTORMING AND PROMPTNESS”
Teemu Jutila, Sales Manager of Finland, Sodastream