As you can see Coca Cola, as the official partner of the World Championships in Russia, put a lot of emphasis on the display of your drinks in stores.
You can see many new and unusual ideas here. Such large expositions are a big position in the Trade Marketing budget due to high production costs, logistics and fees for the best places in supermarkets. The displayed exhibition has been well-developed in terms of communication, is consistent, with strong football accents and a gaming console. Now a comment from the shopper side, which is the most important one. Approaching to the exhibition (photo on the left), you can see only the smaller side of the exhibition with a large TV and absolutely no product. As most often the console is turned off and this is a standard of similar solutions at the store level. In addition, the lack of a visible product from the main customer path and the largest "theoretical" exposure magnet in the form of TV and console is to minimize the investment's impact on purchases of promoted products. Of course, this could happen due to the specificity of the available space, but then the place has to be changed.
