In the world of shopper sciences and retail design, we enjoy many in-depth discussions about strategic adjacencies, cross promotion opportunities, complimentarity studies and the like. We spend our time pouring through data and observing how shoppers are pairing items together in store. Our aim, of course, is to simplify the shopper’s experience–and drive sales, obviously!

Today, I saw the mother of all product pairings in one fixture. That’s right, Dove chocolates has paired up with Gallo wines to produce the ultimate in-store one-stop shop. I am salivating just looking at the picture! For those of you who have never experienced the glory of a good wine and chocolate pairing, you are in for a treat.

This program is a fantastic example of two brands coming together to compliment the other’s product portfolio. Knowing that today’s busy shopper is looking for solutions in-store, a program of this nature helps her quickly and easily supplement dinner (or after-dinner) plans.

The more CPG client workshops I attend, the more aware I become of the tension that exists between protecting or gaining distribution versus managing the brand experience in retail. It is the classic tension between delayed versus instant gratification. But are they really separate issues?

Few manufacturers have the cachet to successfully demand that their retail partners afford them carte blanche to create in-store experiences around their brand. In fact, most retailers are becoming more assertive with their own control of the store experience and merchandising standards.

The reality is that distribution choices will always impact a company’s brand, and even impact or influence the success of product innovations meant to move the brand forward. I am more convinced now than ever that your brand and marketing challenges will be determined by where you choose to sell a product and who makes up the competitive set in that environment. For example, does private label dilute your name brand benefits and equities?