How we did it
When Mars Wrigley was preparing to launch Twix Cookie Dough, the challenge was clear: achieving rapid c-store sales execution in the highly fragmented independent convenience store retail market. These stores, often located in high-traffic urban neighborhoods and serving multicultural consumers, are frequent shopping destinations but notoriously difficult for CPG manufacturers to service. Independent convenience stores represent a critical growth opportunity—but they require specialized strategies that traditional sales models can’t always deliver.
To solve this, Mars Wrigley partnered with Acosta’s unique Urban Retail team—a specialized unit within our convenience store sales agency designed to reach independent small-format retailers quickly and effectively.
Acosta’s Urban Retail team ensured that distributors had Twix Cookie Dough SKUs in stock ahead of the new product rollout. The team is equipped with cargo vans that allow reps to carry product, racks, and point-of-sale materials to stores on continuity coverage. The sales representatives employed fact-based selling strategies to educate retailers about the potential success of new items, highlighting that new products often experience 40% higher sales velocities in the first eight weeks of a national launch. This proactive face-to-face selling approach significantly impacted the buying decisions of independent store owners.
The Twix Cookie Dough product was stocked and sold directly from the van to the retail shelf, eliminating the need to wait for retailer orders. Representatives could immediately merchandise the product on the store shelves, ensuring fast and efficient distribution. Within eight weeks of the launch, the Urban Retail Team achieved an impressive placement of Twix Cookie Dough in 81% of the targeted stores. Continued efforts beyond the initial eight weeks resulted in an additional 11.3% distribution gain.
By utilizing the Urban Retail team, Mars gained an advantage in reaching independent convenience stores and distributors quickly. We increased brand awareness with multicultural customers and expanded revenue growth in major markets. The increased availability and visibility of Twix Cookie Dough created a halo effect, driving consumer interest and trial opportunities across other retail channels.
Acosta’s Urban Retail team covers an extensive network of 32,000 independent convenience stores across 12 key U.S. markets for several leading CPG brands. This broad reach enables swift placement of product distribution, point-of-sale materials and displays, making it a powerful tool in expediting the rollout of new product launches to consumers.
