Case Study: The aQuellé Display Initiative

Sparkling Creativity and Results

Overview

The aQuellé Display Competition was a nationwide initiative designed to amplify brand visibility for the aQuellé Flavoured Sparkling Water Range. This innovative campaign brought together sales representatives, merchandisers, and store managers to create vibrant in-store displays that captured consumer attention. Running over three months, the competition showcased the commitment, creativity, and collaboration of Meridian’s teams, reinforcing aQuellé’s market-leading position in the flavoured sparkling water category.

 

Campaign Objectives

  1. Enhance Brand Visibility: Position the aQuellé Flavoured Sparkling Range as a standout choice in a competitive market.
  2. Drive Sales: Boost sales through eye-catching, impactful in-store displays without relying on price promotions.
  3. Motivate Teams: Incentivize sales representatives and merchandisers to deliver exceptional results through cash prizes and recognition.
  4. Foster Collaboration: Strengthen relationships between Meridian teams, store managers, and the aQuellé brand.

Execution Strategy

  1. Engaging the Team: Sales representatives and merchandisers competed to design the most creative and effective displays.
  2. Leveraging Vibrant Branding: The displays showcased the colourful and refreshing nature of the aQuellé range, making them visually appealing to shoppers.
  3. Fostering Collaboration: Meridian teams worked closely with store managers to secure premium display placements, often free of charge.
  4. Regional Competition: Cash prizes were awarded to the top three displays in each region, driving excitement and healthy competition among teams.

Key Results

  • 125 Displays Created: Over 125 unique and impactful displays were submitted during the campaign period.
  • 75 Free Displays Secured: Within the first 60 days, 75 displays were placed in prime in-store locations at no cost to the client.
  • Increased Sales: Significant sales growth was achieved as shoppers were drawn to the eye-catching displays.
  • Enhanced Store Experience: Store managers reported that the displays added vibrancy to their stores, enhancing the overall shopping experience.
  • Team Motivation: Sales representatives and merchandisers felt valued and motivated, going above and beyond to deliver exceptional results.

Why This Campaign Was Successful

  1. Innovative Strategy: By focusing on creative displays rather than discounts, aQuellé stood out in a crowded market.
  2. Team Engagement: The competition motivated teams to deliver their best work, fostering a sense of pride and ownership.
  3. Collaboration with Stores: Building strong relationships with store managers ensured premium placements and enhanced execution.
  4. Creative Execution: The visually stunning displays showcased the vibrant branding of aQuellé’s sparkling flavoured range, drawing consumer attention.

Key Takeaways

  • Engaging Teams Drives Results: Providing incentives and recognising team efforts boosts morale and leads to exceptional performance.
  • Creativity Sells: Eye-catching displays can drive sales without relying on traditional promotions.
  • Collaboration is Key: Strong partnerships with store managers and teams are critical for successful execution.
  • Impactful Branding Matters: Leveraging the product’s unique attributes helps create memorable consumer experiences.

The aQuellé Display Initiative was a sparkling success, demonstrating Meridian’s ability to deliver innovative campaigns that achieve measurable results. By combining team motivation, creative execution, and strong collaboration, this campaign elevated the aQuellé brand and set a new standard for excellence in retail execution.