Starter Kit Became An Everyday Item
The power of the product was in modularity, the infinite combinations
of the individual pieces together. The Starter Kit gave the ability
to sell one piece that helped demonstrate the interaction of the 3 cube
products.
The Starter Kit was Initially meant to launch this new product category,
and then go away. It became such a powerful piece to communicate the
product concept that it became an everyday SKU and gained shelf and catalog
placement aside the other products.
The first concept was nothing more than a tray with a 2" lip around
the perimeter. Since we knew that we needed to educate the consumer
from the beginning of this line, I developed a rough concept as pictured
below. The final version, thanks to the creative work of great
packaging and graphics team members, resulted in the finished piece,
which held very true to the original concept.
The finished piece proved
not only unique in look, it provided the ideal vehicle that displayed
the actual products, told the required "Before & After" story,
and showed other products within the line.
Promotional Pallet Challenge
The pallet presented the challenge of positioning nine different
products, varying greatly in sizes, and provide a large graphical interface
with which to attract, educate, and sell each piece. One side held
the three cube products and the 2 bin products, while
the other side held the Starter Kit and the three wire products.
Neutral components were used for both sides to decrease cost and component
inventory. Additionally, a half pallet of
just the cube and bin side could be created with only a different
pallet skirt and an HSC cap.
The side panels provided one of the largest graphical displays in Eldon
history and showed each individual item as well as the critical "Before & After" story
on both the full and half pallet configurations. In addition to the
graphic side panels, a pallet header was created to top off the pallet
for front on visual impact and greater visibility within the store,
as well as a mini-version of the side panel... calling out each individual
product and repeating the "Before & After" story.
