Maytag POP Signage
Point-of-purchase on product signage for dishwasher lineup.
Objective
The Maytag team wanted a messaging solution that clearly communicated the tiered features of the 2018 product line and gave prominence to the new third level rack feature of the top tier model.
It was the first introduction of this top-tier feature for Maytag’s dishwashers and important to properly introduce it to the consumer—who may otherwise overlook it on the sales floor.
For the Maytag team it was an opportunity to champion a differentiating feature that didn’t come around too often.
Challenge
Merchandising materials are dictated by brand and product category guidelines, as well as input by a series of stakeholders. Achieving the desired messaging prominence was often a puzzle needing to be resolved over many months.
Implementing unique solutions, in this case for the third level rack, were not always feasible when conforming to specifications. The task was to find a creative solution to make the new feature standout while checking off all the usual requirements.
Approach
The solution for the third level rack took shape after careful consideration of signage placement across all three models. Shared messaging was handled using standard signage pieces—exterior billboard, interior billboard, and buy guide. This simplified the messaging across the lineup and allowed for unique pieces to focus exclusively on the third level rack, while not exceeding the number of allowable pieces.
A call-to-action on the front of the third level rack was a must; at it’s shallow setting it is easily overlooked. Once extended, a triangular sign was placed in the front right tray reading on a 45° angle. The beauty of this solution is when the rack’s interior trays are adjusted 90° to the deep position, the sign remains legible.
What we achieved
From the initial proposal, the client loved the solution. It was successful in several aspects. Consistent messaging across the standard signage pieces reduced variability, making many aspects of the campaign easier to manage. Unique signage pieces specifically for the third level rack afforded the new feature the emphasis it justified. The execution of the third level rack signage was consistent in form to existing signage, thus allowing for easier buy-in from stakeholders. The triangle third level rack sign worked in conjunction with the tray’s functionality helping to showcase the feature.
Client
Maytag is an American home and commercial appliance brand owned by Whirlpool Corp. They build products that make life easier, simpler and more convenient. Over the course of their 100 year history, they have built a reputation around dependability and product innovation.
A full-service performance marketing and creative services agency. ARS utilizes data and technology to drive revenue through best in class creative services and media execution.
