How can we combine sales promotion, in-store media and merchandising to enable Chocomel to emerge in stores and recruit new consumers?

Chocomel wanted to boost its brand awareness and recruit new in-store customers.

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Sales promotion, Media in store, Merchandising

February 4, 2025

2 minutes

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Chocomel wanted to boost brand awareness and recruit new consumers in-store. The challenge was to establish the brand as a pleasurable, differentiating and gourmet reference, while boosting sales through a 360° activation: sales animation, on-shelf dramatization and retail media relays. This combination had to create a coherent, immersive experience, while maximizing the impact on short-term sales and long-term memory.

1. Challenges and objectives

The aim of the operation was to encourage people to try the product through tastings at the stand, while stimulating purchase through discount vouchers and a stronger in-store presence. Display and jumbo promotion ensured maximum visibility, while the animation embodied the brand and promoted its unique taste, creaminess and varied formats to a wide audience. The ultimate aim was to recruit new consumers and position Chocomel as an essential pleasure drink.

2. Recommandations stratégiques

Optimark proposed a complete and coherent package. In-store activities, led by expert animators, recreated the brand's universe and enabled a convivial tasting experience. Merchandising displays reinforced product presence and facilitated immediate purchase after tasting. Finally, retail media levers - jumbo and BRI - provided additional coverage, encouraging conversion and reinforcing the overall impact. The whole project was managed with rigorous monitoring and a 100% reporting rate.

3. Résultats

The activation was a success, with 24 events held over 2 days, representing a 100% service rate. On average, tastings exceeded 100 contacts per day at several points of sale, generating a real buzz. The buying factors identified by consumers confirm the brand's strength: a taste reminiscent of childhood, a creamy texture superior to the competition, and the diversity of formats available. Identified disincentives (price, loyalty to another brand, lactose allergy) will serve as optimization levers for future campaigns. In addition, merchandising maximized on-shelf visibility and prolonged the impact of promotions. All in all, the campaign helped establish Chocomel as a differentiating and desirable player in the gourmet beverage segment.

animations

(carried out over 2 days)

Tastings

+ 0

(on average per day in several stores)

reporting rates

0 %

(and real-time tracking)