Producer and distributor of soft drinks with presence in 180 countries around the world.
Introduction
There is a conversation that major consumer goods brands have constantly with their shoppers — though rarely out loud: the conversation about price. Not about price as a number, but about price as perception, as a signal of value, as a purchase argument. In an environment where Coca-Cola's strategy is built around "maximizing affordability and, therefore, accessibility of its categories for consumers who are under pressure," the point of sale cannot be a neutral space. It has to be the place where that conversation happens with clarity and conviction. Quincey, J. (2022, octubre). Q3 2022 Earnings Call. The Coca-Cola Company.
The Foldable Savings Zone Display was born from that premise.
The Mexican shopper in self-service and traditional retail navigates every supermarket visit with an internal compass calibrated by household economics. They know what they can spend, they know which brands matter to them, and when they find a value proposition in the right place, they decide fast. The problem is not the willingness to buy: it is the friction between intent and the moment of decision.
For Coca-Cola, whose portfolio includes Coca-Cola, Fanta, and Sprite across different presentations and price points, the challenge was concrete: create a dedicated display point focused exclusively on communicating value, grouping the portfolio under a single savings narrative, robust enough for the sales floor and flexible enough to adapt to different campaigns and promotional mechanics.
James Quincey, CEO of The Coca-Cola Company, articulated it precisely: "At its core, revenue growth management is about consumer-centric segmentation — ensuring we have the right product, in the right package, in the right channel, at the right price points to drive transactions and meet consumers where they are." That philosophy, on the Mexican sales floor, is called Savings Zone. And it needed its own physical space. Quincey, J. (2023, abril 24). Q1 2023 Earnings Call. The Coca-Cola Company.
AIM designed, developed, and produced the Foldable Display with Fixed Headers for Coca-Cola's Savings Zone campaign: a piece of commercial engineering built to solve two problems at once — large-scale distribution logistics and visual impact on the sales floor.
The structure is fabricated from 3/4" gauge-18 steel tubing, 1/2" gauge-20 tubing, gauge-22 steel sheet, 5mm steel rod, and 5/8" gauge-20 round steel tube. The finish is glossy smooth red electrostatic paint: Coca-Cola red in its most direct expression, applied over a structure that projects solidity without sacrificing the lightness that a foldable concept demands.
The foldable design is the engineering decision that changes everything. The side panels and trays are collapsible, the header is detachable, and the entire piece ships in an individual cardboard box. This means hundreds of displays can be transported, stored, and distributed nationwide without the logistics costs of a rigid large-format structure — a determining factor when the goal is to bring the Savings Zone to as many points of sale as possible, simultaneously, within the window of a campaign.
Once deployed, the display occupies 52 cm wide by 36 cm deep and reaches 154 cm in height: the same visual scale as a conventional structure, with the advantage of having arrived at the point of sale in a fraction of the space. The fixed headers are welded directly to the tray — a structural decision that eliminates the risk of losing or misaligning loose components during in-store operation — and include a rail for interchangeable graphics in gauge-30 styrene, allowing price or promotional messages to be updated without touching the structure.
The graphics system is complete and interchangeable at three points: the header (51.5 × 22.5 cm, gauge-30 styrene, full color, rounded upper corners), the two side panels (23 × 129 cm, gauge-30 styrene, full color), and the three shelf headers (28.5 × 8.5 cm, gauge-30 styrene, full color). Load capacity is 27 kg per tray, with a total of 81 kg per display: enough to hold 1.5 and 2-liter presentations with real commercial headroom.
The result is a display that communicates "Save and share your flavor," "Enjoy the flavor of your meals," and "Save" from three different header levels, in a red that does not ask permission to be seen.
The rollout of the Foldable Savings Zone Display on the sales floor produced an effect that goes beyond portfolio organization: it gave Coca-Cola's affordability strategy a physical address inside the store.
The first result was message clarity. By concentrating the value portfolio — Coca-Cola, Fanta, and Sprite in larger-volume presentations — at a single exhibition point with unified visual identity and price messaging at every level, the shopper no longer needed to compare. The Savings Zone did the selection for them: here are the options, here are the prices, here is the reason to take more than one.
The second result was deployment scale. The foldable nature of the display allowed the campaign to reach a significant number of points of sale simultaneously, without the production lead times, freight costs, or installation complications that an equivalent rigid structure would have implied. In seasonal campaigns or activations with tight windows, that speed is not a minor operational advantage: it is the difference between being present at the right moment or arriving too late.
The third result was sustained commercial flexibility. The interchangeable graphics system across the header, side panels, and shelf headers allowed the same display to adapt to different promotional mechanics over time — updating prices, messages, or featured products without replacing the structure. A display that can change what it says without changing what it is becomes an investment that grows alongside the brand's commercial strategy.
The fourth result was brand consistency on the sales floor. In a channel where Coca-Cola red competes with dozens of visual stimuli, the display functioned as a chromatic anchor: the price-sensitive shopper knew, before reading any number, that they were looking at a value proposition from a brand they know and trust.
The objective was met: the Savings Zone stopped being just a pricing mechanic and became a destination inside the supermarket.
What This Display Opens Up for Your Brand
For brands with multi-brand portfolios that need to communicate value at the point of sale without sacrificing brand presence or large-scale distribution capacity, the Coca-Cola — AIM case traces a precise path.
A foldable display with interchangeable graphics does not choose between logistics and communication: it solves both within the same design. It arrives fast, deploys easily, and speaks with the force of a permanent piece.
Fixed headers welded to the tray eliminate one of the most frequent friction points in store operations: loose components that get lost, misplaced, or used out of context. The header is always where it should be, because it cannot be anywhere else.
The three-level graphics system — header, side panels, and shelf headers — turns the display into a 360-degree communication platform that can be updated by season, by mechanic, or by featured product, always maintaining the same initial investment structure.
And for categories where price is the purchase argument, a display dedicated exclusively to communicating value has an effect that no shared shelf space can replicate: it tells the shopper, with complete clarity, that this brand thought about them before they ever walked into the store.
Does Your Brand Need a Display That Turns Pricing Strategy into a Shopping Experience?
At AIM, we design, develop, and produce high-impact foldable displays for brands that understand value is not only perceived on the label — it is perceived in how and where it is communicated. Contact us and let's build together the solution your portfolio needs.
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