Cuponk - Creating a Seamless Connection On-Shelf With Packaging and POP Display
Hasbro is making a splash in the toy world with its newest game (Cuponk) geared towards both kids and adults. The object of Cuponk is to sink your ball into cups which light up with crazy sounds of victory. Several themed cups, each with their own unique sounds, enable players to create trick shots that are provided on the playing cards included with each purchase. Three versions of the game - The Gorrilanator, El Campeon and R.I.P. are available at many leading department stores (image 2).
So what's the big deal? This game quickly caught our eye at Target because of the holes in the bottom of an empty display tray (image 1). One thing lead to another and after further investigation, it all unfolded. Let's start with the packaging and some of its features. Since all three games have their own unique themed cups and balls, it was important to showcase both elements on-shelf. This was accomplished with an open-faced package design that created full visiblity of the cups and contents within. The game balls were trapped between plastic vacuum forms and placed on top of the package in a die cut hole that also allowed light to shine down onto cups....nice detail. Colorful graphics were developed for each themed game further enhancing the visual interest at the point of purchase.
Packaging and Display Unite - the well thought out combination of both elements is highlighted by fusing great marketing and merchandising in-store. To maximize shelf space and overcome logistical inefficiencies, a hole was die cut in the package bottom which enabled the packages and vacuum formed balls to stack nest perfectly. In addition, this simple design element allowed multiple display trays to be placed on top of one another increasing the amount of variants on retail end caps. The corrugated tray design added additional promotional support with consistent brand treatments printed on front lip, sides and inside back roll-over.
The Cuponk launch is a wonderful example of how important it is to give equal, upfront thought to both packaging and display. Often times, this process is disconnected by creative logistics so it's very refreshing to come across such a successful and shining example.
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