Kmart told Lindt they would consider accepting a seasonal line… but only if it was something innovative that would create impulse purchases.
Knowing there’s nothing like a flash of foil to attract attention and to reinforce a premium brand positioning, we knew Foilmasters would be part of our solution. We started with a whole new take on a box of chocolates. Instead of a traditional flat box with a base and lid, we created a vertical pack with strong point of purchase impact. This, of course, introduced technical challenges: we needed to build in an internal corrugated wall to provide the rigidity required and we had to ensure it was easy to assemble and pack, so we gave it a crash lock base. Then, the finishing touches in gold foil, expertly crafted and precisely applied by Foilmasters.
Lindt were successful: delighted with the product, Kmart accepted the additional SKU. They ordered and sold 50,000 units.