SK
February in Tesco hypermarkets belonged to the Coca-Cola brand through two distinctive in-store executions. While the Coca-Cola Zero Zero shop-in-shop focused on launching a new product and supporting the long-term Coke & Meal platform, the Valentine’s concept Mixability developed the idea of Perfect Mix and seasonal pairing purchases. Both displays were united by a strong emphasis on shopper marketing – the ability to influence customer decisions directly at the point of sale.
Coke & Meal: taste as part of an everyday ritual
The Coca-Cola Zero Zero shop-in-shop was designed as a striking yet naturally integrated stop along the shopping route. The launch of the new product – a sugar-free and caffeine-free variant – was connected with the long-term Coke & Meal platform, built on a simple principle: food and Coca-Cola belong together. The primary communication line works with the motif of a shared dinner, a moment when people indulge and spend time together at the table. At the same time, however, the concept goes beyond a single daily occasion. Coke & Meal consistently reminds shoppers that the right beverage can complement lunch, a quick snack, or a weekend takeaway. The shop-in-shop does not confine the brand to one specific moment, but presents it as a natural part of various dining situations throughout the day.
The spatial design reflects this approach. A dominant black-and-gold aesthetic combined with lighting elements creates an atmosphere that evokes dining, yet remains sufficiently universal. Customers do not just see displayed packaging – they receive a visual cue suggesting how the product can fit into their own routine. Clarity and clear separation of product variants are also essential. The new Zero Zero variant is easily identifiable, while remaining firmly anchored within the brand family. The display thus supports trial of the new product without disrupting orientation within the category.
Mixability: when love is served in a glass
The second February execution worked even more strongly with emotion. The Valentine’s shop-in-shop Mixability connected the Kinley brand with an alcohol portfolio under the Perfect Mix concept. The foundation is simple: the right combination creates the perfect experience. A visually striking installation featuring an arch element, lighting effects, and a couple’s silhouette transports customers into a shared moment. The pink and red color palette clearly communicates the seasonal occasion and instantly differentiates the display from a regular shelf.
From a shopping behavior perspective, the cross-category approach is essential. Placing mixers and alcohol together in one location simplifies decision-making and supports a higher basket value. The presentation eliminates the need to search for suitable combinations across different aisles and instead offers a ready-made solution. The shop-in-shop therefore functions as both an educational and inspirational element.
Two strategies, one goal
Both executions demonstrate how powerful the shop-in-shop format can be when firmly anchored in the shopping moment. Coca-Cola Zero Zero works with everyday routine and rational choice, while Mixability builds on seasonal emotion and impulse. In both cases, however, the same principle applies: the display creates context. And today, context is decisive in retail. In an environment saturated with visual stimuli, it is not enough to simply be seen. It is necessary to offer a scenario, simplify decision-making, and connect the brand with a specific situation.
