Synergy is launching a new refrigerated marketing solution Coolio at the In-Store Marketing Show 14th-16th June 2005 at Earls Court, London. Designed to create refrigerated promotional space anywhere in-store and be flexible enough to be re-branded at the end of every promotional period the Coolio will certainly make a place for itself in the market as a chilled promotional tool.

The manufacturer of Coolio explains why they chose the In-Store Show as the venue for launching the product across Europe:


"Good question! The UK has always been a trendy market in retail communication. Not only the FMCG companies, but also the retailers are not afraid to test some new POP i.e. digital invasion.
This product is a new concept in chilled marketing and promotions. It is also very compact and therefore interesting for testing in convenience channels smaller supermarkets & secondary placements in larger stores. The product was initially developed for the Dutch market and therefore I think it will be good to see how UK retail will react to it's size!"

Frank Mooijaart, Print and Display, Belgium.

 

Not every retailer has space for a permanent secondary placement cooler in-store. However at certain times of the year they may want to offer customers a chilled product promotion, for example the beginning of the summer is the strawberry period whereby it is suitable for companies like Unilever to cross promote whipped cream. The Coolio product is ideal for marketing of this nature as it acts as a promotional cooler with a flexible upper part and a refrigerated base that can be re-used for other promotions.
A merchandiser can put a Coolio in-store for a period of 2 or more weeks then simply replace the upper-part of the cooler to change the branding, promotion or configuration of the shelving, fill up the cooler and locate it in another aisle to start a new joint-promotion or cross merchandising activity!

It is that simple!