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March 2, 2023 by Steven Cohen – When we do our 3000 Mile Store Walks during the Summer season, which we call “Fountain Season,” there are several significant things we notice. In years past, it’s been about price. In some chains it was a simplified price of 79 cents or 99 cents for any sized drink. While this brings many fuelers into the store, it still leaves an opportunity for a bigger basket.

And that’s where smart co-branding comes into play. These past two Fountain Seasons, we’ve noticed how convenience stores and QSRs have been working with Mtn Dew and providing their shoppers with exclusive flavors and then promoting this uniqueness at the pumps and in-store. Do the names Purple Thunder (Circle K), Solar Flare (7-Eleven) or Overdrive (Casey’s) sound familiar? All of those are unique flavors for specific stores.

Here’s another interesting perspective. Rather than taking their co-branding to the fountain, Wawa does it with their handcrafted frozen beverages. During Fountain Season, they co-branded with two extremely famous brands from Mondelez. You know them as Chips Ahoy and Oreo. As we’ve seen from Wawa’s messaging in the past, these are what we call “Priceless Promotions.” The brands are very strong, so price doesn’t get mentioned. What’s more, our regular viewers will know how we view “boomerang” promotions, the limited time offers that return, and that’s exactly what Wawa has done with Chips Ahoy and Oreo. These are co-branded boomerangs. The customers don’t focus on the price, they focus on the experience.

The important element to recognize is that when a store co-brands beverages, it is smart marketing, and it becomes uniquely theirs.

Our Brand Story

GSP started as a printing company in1978. We found our niche supplying in-store signage for convenience stores when retailers guessed quantities they needed. This led to overage, waste and expense. To solve this, we developed software to guarantee on-time delivery of “the right size sign, to the right store, every time.”

In 2014, we started AccuStore with a dedicated team. As software helped drive our growth, we realized that new printing and fulfillment sites near customers could drive business and improve sustainability. We acquired companies that fit GSP’s technical excellence and superior customer service models.

First was Great Big Pictures in Madison, WI in 2015. They lead the field in large format printing and visual merchandising for iconic fashion retailers. Their standards for customer service include award-winning sustainability programs, and expertise to bolster retail environments services.

In 2020, GSP acquired Custom Color in Lenexa, KS. The company supplies printed graphics to leading retailers. Custom Color’s stellar quality in fabric printing also aligns with GSP’s values.

GSP provides branding and marketing services with a focus on site-specific execution to help transform our customers’ growth strategies into store-level success. We design retail environments to engage shoppers and provide superior customer experiences. AccuStore powers our retail marketing, execution and digital display technologies and ensures stores get only what they need. GSP is a forward-thinking company that’s here to serve retailers now, with a focus on their future.

GSP delivers graphics and digital marketing to over 75,000 retail locations. Our experts provide retail branding and marketing services, focused on site-specific execution. Our methods ensure stores get only the POP they need, at the lowest cost. Our Retail Environments team creates and deploys amazing, in-store shopping experiences.