Coolios M&M’s: Driving Sales of Indulgent Products

Executive Summary

In the indulgent desserts category, differentiation at the point of sale has become a decisive factor to attract shopper attention. Facing an increasingly competitive market, a leading food company sought to boost the visibility of its ready-to-eat dessert portfolio. To achieve this, they turned to Coolio Display, a solution that combines refrigeration, visual impact, and strategic mobility inside the store.

The result: a remarkable increase in consumer attraction, longer time spent in front of the display, and a shopping experience that reinforced indulgence as the central axis of the category.

Challenge

The company faced several challenges common to the indulgent foods sector:

• Low differentiation on shelf. Products competed in conventional refrigerated spaces with little visual appeal.
• Growing competition. The ready-to-eat desserts segment is expanding rapidly, pushing brands to innovate in activation.
• Need to drive cross-selling. The company wanted shoppers to easily identify the variety of options in its portfolio and feel motivated to try more than one SKU.
• Limited space. Traditional refrigerators lacked flexibility and were not suitable for specific or seasonal campaigns.

The goal was clear: to create a memorable in-store experience that would elevate the category, boost sales, and strengthen brand recall.

Solution

To address these challenges, a premium cardboard refrigerated display, Traditional model, was implemented, specifically designed to highlight the indulgent proposition of the portfolio.

The Coolio was dressed with a pre-assembled Freshboard cardboard structure, printed in full-color selection on all outer surfaces, providing a high-quality finish and a visually striking activation inside the store.

Key project specifications:

• White LED lighting inside, enhancing product visibility and projecting freshness and modernity.
• Set of three height-adjustable trays, optimizing portfolio arrangement to adapt to different product sizes.
• Additional toppers in 25 units, sized 85 x 55 cm, which worked as extra graphic elements to maximize shopper attraction from a distance.
• Graphic design included three main SKUs: Danmx M&M’s, Danette, and Dany Gelatin, all integrated into a consistent and eye-catching visual story.
• Freshboard dimensions: 50 cm x 203 cm x 45 cm, ideal for fitting into high-traffic aisles without obstructing circulation.

Together, this design combined functionality and aesthetics to create a refrigerated indulgence island within the store.

Results

The impact was immediate and measurable. Key outcomes included:

• Greater shopper engagement. LED lighting and full-color design increased time spent in front of the display by more than 15%, according to retail engagement metrics.
• Boost in sales. The Coolio display generated a significant rise in impulse purchases, particularly among shoppers drawn to the combined visual appeal of the three SKUs.
• Optimized cross-selling. The joint arrangement of Danmx M&M’s, Danette, and Dany Gelatin in the same display encouraged multiple-product purchases per shopping occasion.
• Enhanced brand activation. The additional toppers worked as strategic visual supports to communicate indulgence and portfolio differentiation.
• Sustainability. Thanks to the recyclable Freshboard structure, the display helped reduce the carbon footprint compared to traditional refrigerators made from metal or plastic.

Qualitatively, retailers reported that the presence of the Coolio transformed the aisle into a focal point, generating organic conversations among consumers and elevating the perceived value of the category.

Conclusion

The case “Coolios M&M’s: Driving Sales of Indulgent Products” demonstrates that innovation at the point of sale goes beyond keeping products cold. It is about creating experiences that connect with shopper emotions, highlight indulgence, and strengthen the relationship between the brand and the final consumer.

With a sustainable, flexible, and visually powerful design, the Coolio Display not only refrigerated products: it refrigerated emotions, boosted the category, and consolidated the brand’s commercial strategy.

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