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Retail Point-of-Purchase (POP) and Packaging Blog

Last-Minute Display Changes are a Piece of Cake

Monday Jan 22, 2018
Last-Minute Display Changes are a Piece of Cake

At TPH Global, we treat every job like it's our most important. But one of our favorites is the job that no one else can do as well – where our experience in bridging the specific needs of licensees with the very specific requirements of retailers makes a tricky job seem like a cake walk, and everyone walks away happy.

Speaking of cake, the makers of Jack Daniel's Tennessee Whiskey Cakes approached us not long ago for help in getting their product into Costco. The whiskey-infused cakes, in pecan, chocolate and vanilla, are a popular extension of the top-selling whiskey's brand, which also extends to coffee, seasonings, sauces, and marinades.

So when the Great Spirits Baking Company in New York approached us to manage their pallet displays for Costco, the job was a perfect fit for us.

Licensed Product Display Quality: Experience is the Icing On the Cake

We have decades of experience dealing with warehouse clubs, who have very precise requirements for the product display in their stores. We have decades of experience in dealing with licensees, who are also held to exacting standards for maintaining brand integrity. Design and color-matching had to be perfect: There's "black" and then there's "Jack Daniel's black."

As any licensee can tell you, they are not the same thing.

Meeting both licensee standards and retailer requirements is a multi-approval process in which almost anything can change at the last minute – except the deadlines. The ability to make adjustments or find alternative and cost-effective ways of accomplishing the same thing is a key part of why brand managers trust us with their licensed products.

Cost-Effective Brand Integrity

This came into play early in the whiskey cake project when we designed a shrink-wrapped alternative to a heavier, pricier two-pack design the company thought they'd need. Then we designed the trays for the pallet displays in careful consultation with the client to ensure that the same black was used throughout.

Licensees are exacting when it comes to the conformity of what the customer sees. Retailer standards are just as unyielding when it comes to what they don't see: pallet displays have to handle shipping with no damage or shifting of pre-packed product during transport or set up. They have to be sturdy and durable in the store as well, creating the most advantageous display of the product without sacrificing the integrity of the structure.

The process is rarely without at least one last-minute wrinkle. In the case of the whiskey cakes, new labeling for two-packs had to be added – with the same scrupulous color matching – to cover up the single-box UPC codes, and relabel the package as a two-pack.

The final result was on time, on spec and under budget. Kind of like having your cake and eating it too...

Pallet Display & Licensed Product Expertise

Let TPH Global Solutions guide you to success with your next licensed product campaign. We can help you design, manufacture and distribute displays that effectively and efficiently market your products while adhering to brand and retailer standards. Whether your products are made in the USA, China or throughout Asia, our experienced team will take you from concept to testing to production and fulfillment on time, offering the highest quality displays at the greatest value.

Contact us to learn more about best practices for licensed product displays

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About TPH Global Solutions

Since 1965, TPH has evolved into one of the leading innovators in retail packaging, displays and supply chain solutions. Our retail experts enhance Customers' selling opportunities and provide confidence and expertise to maximize sales throughout the retail landscape.

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