Case Study

A Spectacle Built for the Aisle

Cargill

Overview

300+ FSUs

After we got the brand on board with our vision, we went ahead with a full-scale production and executed 300+ POSM units, produced in-house and installed by specially trained technicians.

Change resistant

During market research, we noticed that Indian mass consumers often considered cooking oil as something not to be not experminted with, indicating a strong preference for their chosen oil.

Shelf-level decisions

In the same research, however, we uncovered an insight that suggested that much of the final decision-making happened on the shelf itself, showing the intangible value of an in-store FSU.

Spectacle-inspired design

Based on the insight, we developed an FSU that invoked a sense of curiosity among the potential consumers by basing our design on the principles of a ‘spectacle’.

Movements like Read The Label and Organic Farming are increasing food consciousness among Indians.

The design move that transformed aisle presence nationwide.

With movements like ‘read the label’ and ‘organic farming’ spearheading the ‘food consciousness’ scene in India, Leonardo Olive Oil is becoming a well-known name among consumers who are looking for healthier alternatives to cheap sources of fat being used in Indian kitchens.

The Mission

Challenge

Cargill wanted to target Leonardo Olive Oil to the masses, who made last-minute purchase decisions on the shelves, by developing spectacle-driven FSU that engaged customers in-store.

Solution

We invoked curiosity and overwhelmed consumers from afar by developing a spectacle-driven FSU, showing an oversized Leonardo Olive Oil bottle pouring ‘acyclic’ oil on the shelves.

Outcome

We produced and rolled out 300+ POSM units, creating a spectacle for consumers all over India as a method of enticing buyers into picking Leonardo, and generate recal for subsequent purchase.

Rising food consciousness

Movements like ‘read the label’ and ‘organic farming’ are driving an increased literacy in making healthier food choices and spearheading ‘food consciousness’ among Indians.

Beyond niche audiences

While Indians are becoming more food-conscious, the scene as a whole is still niche, and thus, mass targeting efforts would be required.

Enhancing retail impact

Cargill decided to enhance Leonardo Olive Oil’s in-store presence by investing in a display solution that would highlight the brand in an over-crowded mass FMCG aisle.

While Indians are becoming more food-conscious, the scene as a whole is still niche, and the market lies in the masses.

The need for a stronger shelf presence

While Indians are becoming more food-conscious, the scene as a whole is still niche, and the market lies in the masses. Therefore, it was of the utmost importance to Cargill, Leonardo Olive Oil’s parent brand, to help potential customers choose Leonardo over competitors in an industry where decisions are made in seconds.

How? Cargill decided to enhance Leonardo Olive Oil’s in-store presence by investing in a display solution that would highlight the brand in an over-crowded mass FMCG aisle. Reaching out to us, Cargill briefed us with their expectations: to design a unit that would not just be a glorified stand, but would act as a spokesperson for the brand.

While consumers were resistant to changing their cooking oil preferences, much of the final decision-making happened on the shelf itself.

Transforming function into design

During our research, we found that Indian mass consumers often approached cooking oil with strong preferences, making them relatively resistant to change, and yet still, much of the final decision-making happened on the shelf itself. The research emphasized the importance of the in-store moment, the intangible value of having an FSU based on communicative design.

The aforementioned insight led us to a realisation that the FSU had to be a spectacle. It had to invoke curiosity, overwhelm visitors from afar, while cueing brand-relevant imagery at the same time. Thus, the resultant was an oversized Leonardo bottle that was tilted, pouring an ‘acrylic’ stream of oil on the shelves underneath. This dramatized, super-visual idea helped to convert a functional FSU into a storytelling tool.

We switched phases to enter production mode, and executed & installed 300+ POSM units.

Bringing vision to life

After we got the brand on board with our vision, we went ahead with a full-scale production and executed 300+ POSM units, produced in-house and installed by specially trained technicians.

The brand’s in-store presence was loud and clear as a consequence of this initiative. The ‘pouring bottle’ installation made the shoppers stop and look at it, creating a spectacle for consumers all over India as a method of enticing buyers into picking Leonardo, and generate recal for subsequent purchase.

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