Groupe VIVA, a Boisbriand, Quebec, company specialising in digital innovations for retail and service outlets and other sectors, and Molson Coors Brewing company have partnered to launch a new merchandising project in the form of a refrigerator with a transparent LCD display.
The aim is to make to make Molson Coors products stand out and set them apart from other products at the entrance of the convenience store where many beer brands are fighting for attention in a cluttered environment.
The concept is simple: to offer a cold beer while incorporating the visual and dynamic impact of a new digital media. The Coors Light brand was a natural for this digital innovation because of its product positioning and slogan of ‘Who wants a cold one?’
The project will initially be deployed in 40 Couche-Tard convenience stores as well as in 10 bars and nightclubs in the Greater Montreal.
“Molson Coors is continually innovating both its products and its marketing, and this offensive is part of our constant quest for innovation and product differentiation,” says Daniel Dufresne, vice-president sales, Quebec and Atlantic, Molson Coors.
“As specialists in digital innovations, our objective is to combine the latest advances in technology and digital content and make them accessible to retail chains and major brands,” says Pierre Gendron, CEO, Groupe VIVA.
Groupe VIVA’s solutions provide technical infrastructure, video and audio content and interactive applications in order to extend the reach of marketing communications in retail and service outlets and events. Its customers are primarily retail businesses, pharmaceutical companies, municipalities, restaurants, corporate businesses and members of the tourism industry.