#: locale=en
## Tour
### Description
### Title
tour.name = Bish Creative Virtual Showcase 2021
## Media
### Title
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htmlText_6405E889_69F4_388E_41D5_A70373B92AE0.html = As the carbonated beverage industry becomes a more increasingly competitive category, leaders such as Mountain Dew need to "up their game" for the merchandising of their products.
The target was to take a well-recognized game that appeals to all ages and to provide the opportunity for consumers to engage in an interactive display that required little assistance in store. Introduced to stores in early November of 2019, displays were targeted to last throughout the NBA season, with a focus around the NBA All Star Game. Manufactured from a combination of steel, plastics, wire, and matching Mountain Dew green, as well as customized electronics and sensors that were designed for the game to be played in a confined manner.
This type of experiential theatre merchandising will be the footprint for the future of all merchandising tools, but especially high impulse products such as carbonated beverages and snacks. Go ahead, play, and have fun!
As the world around us becomes more health conscientious, consumers are becoming more interested in organic, wholesome ingredients in the products they consume. Belvedere launched a special blend called, Heritage 176 which is their all organic, gluten free, vodka. This product sells to all consumers but is focused on the 25-54 adult category that follows a health-conscious lifestyle.
The creative challenge was to create a piece that merchandised at minimum 12 bottles while creating a piece that educated the consumer on the benefits of clean, spirits all within the space confines of 1 case. Designed and engineered with a combination of reusable wood and metal, it provided a unique vehicle for a super-premium display. This display helped attract the ideal consumer while complementing the world class brand imagery of Belvedere. Resulting in multiple case sell-ins subsequent reruns of the display and a new brand came to life in front of our eyes and redefined the vodka category.
The goal was to create a 3D, visually impactful display introducing the new intense flavor line of Flaming Hot Frito Lay products. This piece needed to proclaim intense flavors from the second a consumer walked into the store, as the shop time in convenience stores is typically less than 2 minutes. The inspiration for this piece was a jalapeno pepper with incredible detail, from the vacuumed formed bottom tip to the sides of the pepper, to the top stem.
This display looks and feels like an intense flavor destination. As consumers walk into the store, in particular convenience stores, the concept of a snack item is very well understood and intended, however which product to purchase may not be determined. This fun and engaging approach to merchandising fits the 4Fs. Form, Fit, Function and Fun. To date over 3,000 units have been placed with additional units in progress.
With the rising popularity of tequila, major brands such as Don Julio, want to capitalize their position by creating an iconic, eye-catching merchandising piece that will live in stores for an extended time.
If you look carefully, this truck does not look like a truck that has been commercially made, it is customized so it can drive through the farm without disrupting the plants or the workers. This special blue coloring is symbolic to the colors associated with the distillery. What made the piece unique is that the center of the truck could split apart allowing the front of the truck and the back to live in stores with large case stackings and in small convenience stores just the front of the truck was used. The truck can come off the metal poles and serve as a counter unit as well making this one of the most versatile merchandising pieces in the marketplace. Subsequent reruns have already been produced, as they believe this display enhancer will become a collector’s item in stores.
The assignment was to create a Pringles multipurpose grab and go display that could work in any retail environment and capture impulse buys with creative merchandising. The display would be visible on glass doors, gondolas, and all registers. Made from a multi cavity injection molded tool, this piece was manufactured in a way where reruns and additional runs could happen in a short period of time.
Extreme engineering went into the development of this piece: it needed to rest comfortably in a horizontal fashion so the consumer could easily remove the can from the display and replace if needed. These displays allow retailers and business owners the opportunity to place them prominently throughout the store.
The objective was to develop an engaging, eye catching and interactive bottle service presenter that was sought out the second the server grabbed the bottle presenter in the back, through the club, to the nightclub booth. It also needed to highlight, Grey Goose’s, now iconic phrase “Live Victoriously.” This lighted piece needed to be impactful and structurally sound to withstand the demand of the nightclub scene.
Engineered with a perfectly formed pocket for the Grey Goose bottle, along with the 2 form fitting handles allowed this blow molded peace sign to be carried above the head of the servers and careful placed in the night club booth. Many clubs purchased multiple bottle presenters for the response from a social and physical presence was well recognized by the repeat orders throughout the evening.
Even though the nightclub industry was going strong into 2020, the pandemic allowed us the opportunity to fine tune some of the details of the manufacturing and most importantly the illuminist aspect of the chrome peace sign. Re-orders have been placed for the market is telling us that the return to an exciting, fun nightlife scene with friends and family will come back very strong.
The assignment was to create a trial, sample center to entice the consumer to try Pendleton’s. The objective was to secure valuable counter space at premium spirits stores, chain spirit stores, and mom and pop stores. The iconic bucking bronco on the Pendleton label is reminiscent of the old west and the saloons that sold whiskey by the shot thus, the 3D gravity feed cowboy boot became the vision. The challenge is the mechanics of a gravity feed need to work from top to bottom, however, the exterior needed to be authentic to a cowboy boot. By loading the cowboy boot to the top, this resin-based boot had a built-in slide so the bottles would drop by gravity to the front of the boot allowing the consumer to purchase from either area. This created an interactive and engaging mechanism best representing the Pendleton’s personality. The rate of sale at many independent liquor stores, proved itself to Pendleton’s. The cowboy boot has been re-run several times due to its success.
The assignment was to develop an attractive counter display that promotes this iconic brand in its unique bottle on a global platform. Gerard Bertrand invested heavily in their bottle design for they wanted it to replicate a bouquet of roses, however, most wine bottles are merchandised with the bottom on the shelf. For Cote des Roses, this would end up hiding the bouquet of roses on the base of the bottle. This incredibly designed counter piece not only shows off the beautiful bottle, but it also displays 12 bottles, so imagine getting a dozen rosé bottles. Careful engineering was key in this display due to the weight distribution and stability, the display was manufactured in a way to support varying weights as consumers purchased.
This display was produced in Poland allowing Gerard Bertrand to cost effectively deliver many of these to European countries as well as a sizeable for the USA market. The savings associated with the display made the transport costs negligible in comparison to producing in 2 different countries. The results were incredible, retailers acknowledged they needed to restock several or all bottles daily as consumers were immediately attracted to this bouquet of roses and found this was the perfect way to celebrate the day. Now that the engineering of an upside-down bottle, has been mastered, this will be the desired way for Gerard Bertrand to promote this brand and its beautiful bottle successfully throughout the world.
With the increasing popularity of adult-beverage seltzers, all products within that category need to have a strong presence. The objective was to develop a first of its kind spring loaded merchandiser that prominently displayed the product to the top of the display. This piece had the versatility to be merchandised in grocery, convenience, mass, and liquor stores. As this engineering feat has never been accomplished before, a tremendous amount of research and development was needed to perfect this system since the mechanism works so smoothly. The compliance rate was easily 100%.
Strategically placed in convenience and grocery stores next to other seltzer contenders gave the consumers the option to try this high-end seltzer backed by a well-known brand such as Bud Light Platinum. The overall success of this display goes way beyond Bud Light Platinum and will reinvent the off-premises market for future products. As the framework allows for complete interchangeability of all visuals and is engineered to work around multiple product offerings within the AB InBev portfolio.
The world of interactive merchandising is ever changing, when a consumer walks into a store and sees a new and exciting way to shop, they gravitate. With this display, the consumer walks up and a motion sensor sends off an immediate light transfer sequence that is colorful, playful, and inviting to consumers. Patron invited consumer to a social and driven experiment that allows consumers, via iPad, the ability to view electronic recipes, events and most importantly today’s consumers social platforms.
This display allowed a consumer to travel the world with Patron encompassing several interactive experiences for the consumer and for Patron to target the consumer. This high-end piece was used in many liquor and premium grocery stores, for during the pandemic sales of Patron grew substantially. This unique piece established itself in key accounts such as: Total Wine, Bevmo, Kroger, Safeway, and others. This was a fun piece for consumers to gather a tremendous amount of information such as: how to enjoy Patron tequila properly, food pairings, and a fun photo library. Consumers interacted while purchasing Patron and purchased additional products while they were in the store. This display allows for several merchandising avenues in 2021, we look forward for what is to come.
The objective was to develop and create an iconic memorable slimline wall sign to mimic the vintage Budweiser look for on-premises items with updated branding. The strategic thinking was to incorporate and replicate the world-famous Clydesdales and their wagon while still promoting the traditional Budweiser Bowtie.
We needed to create the visual imagery of an entire hitch of Clydesdales in a fully executed wagon. This was done in half for the second image of the hitch, wagon and the Clydesdale’s is all done via mirror reflection. Authentic aged wood was used for the base material, as it fit well with the vintage look. The wagon was crafted of laser cut acrylic and a custom mirror all mounted on a fabricated wood frame with LED lights to accentuate the design. As Budweiser’s iconic signage has always been desirable, this piece was met with great enthusiasm in many establishments throughout the US. The ability to mount this piece to the wall or place it on a shelf makes this a collector’s item for years to come. This sign was easily recognizable throughout all establishments and immediately let the consumer know that Budweiser was being served at the establishment.
The idea was to create a display that resonated with the famous Sonoma Valley Winery from St Francis. St Francis wanted to capture the identity of the vineyard, so the trellis entrance of the winery in Sonoma became the footprint. The engineering challenge was the various types of wood needed to blend for authenticity. We also created an interchangeable graphic area to capture the essence of food pairings with different types of wine.
This simple, yet attractive display achieved expected sales results and secured retail real estate for future displays.
As Tin Cup grows in popularity as one of America’s leading American Whiskeys, they needed to capitalize on their mountain whiskey theme during the critical winter months. With the onset of the fun and engaging snowcat these vehicles are designed to go up and down mountains around ski slopes, creating an adventure like no other. The objective was to make the environment as realistic as possible with a real snowlike mountain and a metal replica of a mini snowcat, capturing all the details including the antenna, viewing windows, and the rubber traction belt which allows the snowcat to climb all mountains.
Careful attention was given to the upward angle of the resin-based snow mountain and the authentic snowcat vehicle replicated as close as possible to the details of a real snowcat. The visual impact of this eye-catching snow cat on a mountain proved to be the focal point of many liquor stores and liquor departments selling Tin Cup even in non-winter related settings. Retailers demand eye-catching non-seasonal merchandising so they can capture sales for an extended period.
The assignment was to develop a fun, eye-catching holiday display focused on the #1 selling Egg Nog sold by Evan Williams. The ready to drink category for spirits is one of the fastest growing for they have mastered the taste and consumers enjoy the convenience. Several design companies and design submissions were considered for the display; however, the Bish Creative designed tower of oversized ornaments was the ultimate winner.
The strategic thinking was to design a mass display for use in club, mass, premium liquor, and grocery. A smaller pole display was also developed for smaller groceries, independent liquor and convenience. Since Evan Williams Egg Nog is produced annually only for the holidays, this display served as the only vehicle to ensure proper sell through. Over 500 establishments took on the display along with a multitude of cases of product. Sales were phenomenal many distributors reported they were SOLD OUT prior to the Christmas holiday. The attractive features, ease of assembly, small footprint display made the product the hero which should be the intention of all merchandising solutions.
As the luxury spirit category continues to grow, certain product categories such as cognac offer a high-ticket sale price for both retailer and the distributor. To gain floor space in luxury spirit retail, it was necessary to create an eye catching, secure and unique design showcase to introduce D’USSE, one of the oldest cognac’s brands in the world. The objective was to develop a piece that occupied minimal floor space with maximum visual impact in an environment that showcased the bottle and allowed the consumers to see the product with the assistance of store personnel.
The engineering was quite impressive, as the entire base is made of metal to create the smooth, sleek curve which proved to be quite the challenge from a manufacturing and engineering perspective. The curved acrylic lockbox had to marry up with the metal components in a secure fashion while still allowing easy accessibility to the consumer. This was manufactured in 2 pieces and arrived in store in perfect condition. The clean white appearance and soft elegant curves made this the most successful merchandising display in D’USSE’s history.
The goal was to develop an impactful merchandising tool supporting the growth of Aviation Gin. The story needed to relate to today’s consumer yet capture the nostalgia of America’s gin. It was important the display was portable, captured minimal floor space, and held an ample amount of product. This gin was created in partnership with Ryan Reynolds, a globally recognized actor, therefore, it was a priority to tie in his wit and humor into the personality of Aviation Gin.
The uniquely designed staircase allowed for ease of shopping for consumers and replicated the authenticity of the stairwell commonly used for boarding during the onset of commercial aviation. The display also provided an excellent opportunity for cross merchandising with tonic, olives, and other classic cocktail ingredients. This air stair display was an extreme hit at the national sales meeting and has been the focal point for markets all over the US. A rerun is already in the works and additional elements surrounding retro aviation have been developed to secure the identity and personality of what has now been dubbed Aviation, the American Gin.
Our objective was to utilize the heritage behind the Bib and Tucker brand, to create a symbolic display that was easy for consumers to shop. By developing a piece where each bottle has its own stanchion when the product sold off the retailer immediately wanted to replace it which was part of the strategic thinking. The creative thinking was to develop a barrel type display that made the consumer feel as if the product was bottled right from the barrel.
Manufactured from a variety of metals and woods, while capturing the characteristics of spirits distillation proved to be aesthetically pleasing in the retail environment. Even though Bib and Tucker had been in the marketplace for some time they never really had an iconic display piece that resonated with consumers. This 18-bottle display was sold into stores at a record pace, stores reported a remarkable increase in sales and were concerned the product would be out of stock – in fact a store in New Jersey sold 36 cases in one weekend!
2020 was a challenging for many retailers. New York City had some of the greatest challenges. The assignment was to create an impactful and timely window display for Pol Roger: a very famous, historic French champagne. Because of the pandemic, grabbing the consumers attention prior to walking into the store was crucial. The strategic thinking behind this was to capture the attention of everyone looking forward to the conclusion of 2020. The tag line “One bottle isn’t going to be enough this year - goodbye 2020” can relate to every consumer, making the creative messaging very impactful. This single illuminated infinity mirror pedestal required a small footprint to make a big impact. This was a last-minute opportunity and was produced in less than four weeks.
Capturing the consumers attention while walking the streets of New York and other cites is why window display concepts continue to become great examples of retail theater. This attractive pedestal and the illumination aspect created an opportunity for Pol Roger to triple and in some cases quadruple their case sales in every store affected.
With the global pandemic, Proximo Spirits recognized consumers’ desire for outdoor activity and wanted to develop a multi brand vehicle to promote their top selling brands: Kraken, Jose Cuervo, 1800, Bushmills, Three Olives and Tin Cup all in one location. Creating a solution center for all retailers to promote these products for outdoor activity and summer 2020 fun. We included awnings, windows, a hitch, folding chairs, and a 3D campfire.
Sweepstakes have not been done for quite some time but due to the pandemic, QR code sweepstakes entries are on the rise and was integrated into this program to provide a glamping experience to a selected winner. Engineered in a way to take up minimal floorspace, while allowing maximum product space immediately attracted consumers to the favorite brands displayed in one location of the store. This 3D thematic merchandising concept has catapulted into the must have category for spirits merchandising.
Woodbridge took a bold step and partnered with MLB to become the official wine of the league. The assignment was to create an at home experience that was equivalent to and in-stadium experience. This slim mass display was meant to promote large case stackings of Woodbridge wine with the ability to be customized to the areas favorite MLB team.
The creative process was to capture the historic feel of baseball with a wood sign and stadium set, showcased around as many cases as possible of Woodbridge wine. Laser cut wood components for both the sign and bleachers proved to create the in-stadium experience at retail. Engineered to support multiple cases of product, this display has product on both sides to draw the consumers attention.
Custom signage per MLB team provided a less than 5 minute set up time in the field. Manufactured in the US, this was an extremely cost-competitive display. With the pandemic and lack of attendance in stadiums, it was important to create the “in-game” experience, but in-store.
This iconic mass display piece allowed Jefferson’s Ocean to secure a sizable amount of retail space, and retailers’ the ability to adjust the bookends with the amount of product, and size constraints of their store. Taking a massive sailing vessel and converting it into an adjustable corrugated masterpiece takes a tremendous amount of time and engineering to determine the correct angles and most importantly, the crane on top.
The custom litho printed corrugate and over 20 different dies were necessary to make this puzzle fit together. We were able to deliver the unit to so the store and personnel could set up the display in a few minutes. The sales results were nothing short of spectacular, most stores purchased 100-150 cases because the sell through was at a miraculous rate of over 3 cases a week.
With the health craze, and the surge in low sugar seltzers the wine industry found themselves undermatched missing out on this key consumer. Cupcake, one of the world’s largest selling brands, wanted to develop a lighthearted wine that is lower in calories and lower in sugar yet has the same qualities of their existing wine. At first, hot air balloons and kites were considered, however, when the designer introduced clouds to the design, it became apparent that the clouds would be the focal point.
The carefully engineered, wire frame structure, was the key to making these fluffy clouds stay in position. This discovery of realistic accoutrements as opposed to printed replication has caught the eye of many customers it provides a more engaging experience at a lower cost. Producing over 400 in both versions, the display reached 100% execution and contributed to the largest product launch next to the launch of Cupcake in the Wine Group’s history.
With the global pandemic, and the fact that only activities could be done outside, skiing grew in popularity more than ever. Sierra Nevada is one of the original craft beers and now has nationwide distribution, so this brand is recognizable by all. This cleverly designed ski lift, which was made with the corporate colors, holds an ample amount of product, takes minimal floor space, and highlights beers on special. To be as authentic as possible, the acrylic tubes at the base of the chair lift, made the display look like it was floating much like a chair lift at a ski resort. As a result, sales went up during the pandemic, and this display will be a part of the Sierra Nevada merchandising catalogue for years to come.