VM Guide: Father's Day Guide [June 2020]

FAT H E R S D AY 2020

VISUAL MERCHANDISING GUIDE 6.1 – 6.21

FATHER’S DAY assets

Use this easy checklist to check in all floor set items!!

Assets + Delivery Dates

Floorset Dates

No Assets to be delivered

6.1: Floorset Execution 6.3: Photo Submissions Due on a store by store basis per reopening dates

Please note that each store is receiving different props. If you have any questions about your props, please email retailvisuals@sugarfina.com.

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PHOTO STANDARDS

Photo Shot List - Required q q q q q q q q q

Overview of inside of store Full Storefront Individual Windows All Hero tables All Sidekicks DYO wall Any Misc. walls – card wall, candy concierge, etc.

Cash Wrap Back of House

Best-of Requirements ü ü ü ü ü ü ü ü

Cleanliness of store Merchandising & overall store standards Ability to follow direction Creative/Business changes Photo Standards Submitted photos on time Communication of visual needs Resolved any outstanding visual requests

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FLOORSET CHECKLIST

Check each item off BEFORE shooting any photos. vm standards q Standards are executed at the highest level. q Windows feature all the correct display elements & product. q Decals or hanging items are at the correct height shown in the window mockups. q All display bentos are displayed in adjustable stands. q All ancillary is in the correct fixture/props. q In the absence of product, the missing item is swapped ‘like for like.’ q Appropriate flexing has occurred based on inventory levels. q White crinkle paper is used in all bowls (except tasters). q All props are used with the appropriate product. q DYO wall is executed based on Visual Merchandising Brand Guide (find on tasting room). q New Q1 POG is executed.

photo standards q q q q q q q q q q

Store is closed when photos are taken.

No cardboard is in background of photos.

No customers or employees are in background of photos.

Photo angles are similar to the VM Guide - straight on, including the full fixture.

Window photos are of the full storefront window.

No photos are taken from the back of the store facing the doors.

Photos are taken during the day.

Cash wrap is cleared off and clean in photos.

All fixtures & walls are clean and free of scuff marks.

Floor mat is clean or removed for photos.

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PRIDE hero 1 featured product

signage

rainbow dyo 3pc bento rainbow bears small cube sour rainbows small cube chocolate confetti small cube fruity cereal small cube fruity cereal chocolate bar marshmallow chocolate bar gold swizzle sticks

Placement: Place on table & ensure no product is covering the sign.

merchandising

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

ü Our new Rainbow DYO bento is featured on hero 1 which will also kick-off Pride month. ü The rainbow bento can be stacked by laying it down and placing the top box standing up. This will ensure that we can max out the units on each table. ü Feature at least one box open with cubes inside so that customers can see how the new box works. ü Cube stacks continue to remain in the stacks of 10 (or 4). ü Cereal chocolate bars can be swapped out for birthday bars for color, if cereal is sold out. ü Feel free to add confetti poppers, gold sparklers & wish paper to move through the final units of that ancillary, as well as, the rainbow birthday card.

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ROSÉ – NATL ROSÉ DAY hero 2 featured product

signage

rosé all day 3pc bento rosé all day 2pc bento rosé chocolate bars but first, rosé small cube rosé all day small cube sparkling rosé bears small cube rosé fruttini small cube rosé all day large cube

Placement: Place on table & ensure no product is covering the sign.

merchandising

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

ü Rosé is pulled to hero 2 to highlight National Rosé day, while also supporting the start of summer. ü The 3pc preset is featured, but you may also feature the 2pc if this is still in stock in your store. Ideally, you can replace the bowl of chocolate bars which is double exposed. ü Any rosé related cards or other ancillary can be merchandised here to push those remaining ancillary units. ü Please note that the pink table topper is featured here to highlight the pink story, including pink week which will be featured on our social media.

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TOP SHELF DAD hero 3 featured product

signage

aviation 3pc preset bento titos 3pc preset bento aviation gimlet gummies small cube aviation gin fizz small cube aviation gin cordials small cube moscow mule bears small cube vodka cordials small cube top shelf dad card

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Our ‘top shelf’ dad story is featured on hero 3, which falls in line with the continued use of dad personalities throughout the father’s day campaign. ü White sugarfina logo ribbons are added to all the preset boxes to encourage gift giving for Father’s day. ü Cube merchandising remains the same with stacks of 10 or 4. ü Aviation cubes & core blue cubes are segregated by style and merchandised near their adjacent preset box. ü Ensure that both styles of the preset have one box open for display. ü Lastly, Casamigos should not be featured on this table & only featured on the Dapper Dad sidekick.

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DO-IT-ALL DAD hero 4 featured product

signage

cold brew cordials small cube kona espresso beans small cube dark chocolate coffee toffee small cube Alfred mini cups Alfred coffee bags Alfred tumbler

Placement: Place on table & ensure no product is covering the sign.

merchandising ü Our ‘Do-it-all” Dad personality needs a pick me up to get it all done, so we’ve featured all things coffee.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage should be a 5x7 & 4x10.

ü We’ve refreshed Alfred by introducing all 3 coffee small cubes, merchandising on cake plates to add some charm, and using an 8pc gift box to show how to merchandise noncube items. ü To set up the the gift display, remove the insert of one 8pc bento, add crinkle paper, display on an adjustable stand, and add 2 cubes, a coffee bag, and another flavor of the mini cup, then add a preset bow. ü There is no need to merchandise the bento box on the table as there are plenty of skus to work with & the gift box is a nice display to encourage customers to move to a higher ATV. 8

CHOCOLIC DAD hero 5 (option 1) featured product

signage

navy dyo 3pc bento navy dyo 8pc bento dark chocolate sea salt caramels small & large cube coconut toffee macadamia small cube s’mores small cube peanut butter milkshake small cube mint caviar small cube cigar bundle (for promo) champagne bears milk chocolate bar

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage should be a 5x7 & 4x10.

merchandising ü The ‘chocoholic’ dad personality is featured on hero 5 as option 1. ü Both navy DYO boxes are featured here as this was our #1 best selling bento last year for Father’s day, as well as, several chocolate candies. ü Feature the large cube Dcssc with any of the above listed best-selling chocolates depending on inventory. ü To add variation to the merchandising, use a glass bowl to feature the cigar bundle, a tray for the milk chocolate champagne bears chocolate bar, and next to the sign – tie a cube tower of 2 large cubes & one small to offer another gifting option. ü Use Sugarfina white logo preset ribbons to display the DYO bentos.

NEW: Coconut Macadamia Toffee 5x7

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LARGE CUBES hero 5 (flex table) featured product

signage

all large cubes

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

merchandising

Size: Signage must be 8x10.

ü Hero 5 features the large cube promo, and 15 stacks of 6 can be merchandised at one time. ü Ensure the stacks are no taller than the sign so that the customer can read the promo. ü Merch cubes in a rainbow. ü Place 8x10 on a riser or cake plate in the middle of the table.

Secondary layout option.

Stacks should be no higher than the 6 units.

ü Ensure all flavors are displayed and stock below, if possible, for easy replenishment.

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COOLA sidekick 1 featured product

signage

coola pouch parisian pineapple small cube pink pineapple small cube italian spritz small cube piña colada small cube strawberry daiquiri small cube lychee bears small cube peach bellini small & large cube sweet strawberries small cube ice cream cones small cube

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: see below.

merchandising ü Our Coola launch continues to be featured on Sidekick 1 with summer candies. ü To support the summer theme, we’ve used the summer props from last years cocktail launch.

Place the faux leaves in alternating positions to create dimension & different points of interest on each shelf. ü The blue summer baskets were also used to hold the pouches. Fill with white crinkle paper and add pouches in, alternating positions so the pouches aren’t perfectly stacked. ü The acrylic cocktail glasses and fake ice are also used as props to round out the summer story around piña coladas and other summer-y drinks. ü One pouches contents are displayed on the top shelf with the 8x10 sign.

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DAPPER DAD sidekick 2 featured product

signage

navy dyo 3pc bento navy dyo 8pc bento vice 3 & 8pc preset bento vice bourbon flaskset vice chocolate bars mint caviar tins cigars (bundle of 3) single malt scotch large cubes bourbon bears small cube maple bourbon bears small cube moscow mule bears small cube golden truffle eggs small cube pale ale pints small cube cuba libre small cube

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: Signage must be 8x10.

merchandising ü The ‘Dapper’ Dad personality is featured on Sidekick 2 as it is the largest collection for Dad. ü Vice is featured with a spotlight on Bourbon to support National Bourbon Day in June. Be sure to feature Bouborn candies on the top 2 shelves to push this narrative. ü The Navy DYO boxes are pulled to this area, as well as, the chocolate hero table to support the growth in sales for this bento at this time. ü Cigar bundles are tied with Sugarfina logo white ribbon, along with the DYO bentos using the preset white ribbon.

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GRADS/TEACHERS sidekick 3 featured product

signage

congrats 3pc DYO bento cheers 3pc DYO bento boutique tasting box pop the champagne giftset cereal choco bars milk & dark choco champagne bears bars chocolate confetti small cube sugarfina pearls (blue & white) small cube heavenly sours small cube ice cream cones small cube atomic sours small cube robins egg caramels small cube peach bellini & sugar lips large cubes

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: Signage must be 5x7.

merchandising ü Sidekick 3 features a Congrats/Thank you story for grads & end of the school year thanks to teachers. (This may vary depending on grad dates & end of school dates, so please use the space wisely and transition back to Occasion merchandising if there is no demand) ü Ensure the Dom bottle and coupe glasses are displayed adjacent to the 8x10 sign to speak to the celebratory theme for graduations. ü Be sure to feature a few options for chocolate bars as a nice add on to a 3pc bento. ü Lastly – display the white Sugarfina logo pre-tied ribbon on both boxes to support the gifting message.

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TRUNK MERCHANDISING large merchandising evergreen

summer

ü The merchandising intent for the 20pc trunk is to display 20 different flavors.

Changing the color story, but using only core cubes will be effective for any seasonal or holiday launch. ü The 20pc large trunk can be merchandised with the following options: ü Spring – Rainbow with focus on yellow/pink ü Champagne/cocktail flavors – on a diagonal ü Evergreen - Best sellers with 20 different candies in a rainbow pattern.

ü Evergreen flavors – q Blue Sugarfina Pearls q Champ Bubbles/Piña Colada q Sparkle Pops q DCSSC q English Toffee caramels q Ice cream cones q Birthday cake caramels q Martini olive almonds q Apple frogs q Robin’s egg caramels q But first rosé q Peach bellini q Cuba Libre q Parisian Pineapples q Sour Rainbows q Sugar Lips q Watermelon Slices q Pink Sparkle pops q Bubbly bears q Champagne bears

ü Summer Color Story– q sugar cookies q sugarfina pearls (pink) q pink sparkle pops q pink diamonds q limoncello cordials q atomic sours q strawberry daiquiri q peach bellini q Parisian pineapples q Athena black cherry q kir royale cordials q rosé all day bears q lychee bears q apple frogs q rainbow bears q sugar lips q sparkling rosé bears q martini olive almonds q baby butterflies q baby whales

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TRUNK MERCHANDISING small merchandising evergreen

champagne/cocktail

ü The merchandising intent for the 9pc trunk is to display 9 different flavors.

Seasonal cubes can be featured here if there are 8 or more. ü The 9pc small trunk can be merchandised with the following options: ü Spring flavors ü Champagne/cocktail flavors – on a diagonal ü Evergreen - Best sellers with 20 different candies in a rainbow pattern.

summer

ü Champagne/cocktail flavors – q Champagne bears q Baby champagne bears q Bubbly Bears q Champagne Fruttini q Champagne Bubbles q Rosé all day q But first, rosé q Rosé fruttini q Sparkling rosé

ü Evergreen flavors – q Blue Sugarfina Pearls q Sparkle Pops q Robin’s Egg Caramels q Ice Cream Cones q But First, Rosé q DCSSC q Champ Bears q Peach Bellini q Sugar Lips

ü Summer flavors – q Chocolate Confetti q Fruity Cereal q Limoncello Cordials q Baby Butterflies q Parisian Pineapples q Strawberry Daiquiri q Lychee Bears q Rosé All Day Bears q Sugar Lips

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DYO WALL pog ü POG Bentos– q Core Blue q Navy Blue q Floral q XOXO q HBD q Congrats q Thank you q Rainbow ü Continue to feature various open bento boxes per merchandising from the last few sets. ü The top row of the ’Fill a Box’ area features the boxes open with the 4x10 gift wrap sign. The below shelves are easily shop-able. ü Ideally, if your stores’ DYO wall is large enough, open every other box so that the 1st 3pc is open, the next row is shop-able, the next size is open, and then the next is closed & shop-able, and so on. ü The most important tactic is to keep a pattern going and not have every single box open.

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WINDOWS featured product 9pc or 20pc trunk cool pouch set parisian pineapples small cube pink diamonds small cube italian spritz small cube piña colada bears small cube strawberry daiquiri small cube merchandising

signage Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage should be 5x7 and a 2x3 sign of the trunk pricing.

ü Each window should feature a large or small trunk depending on each stores’ assortment. Be sure to place a 2x3 price point sign for the trunk. ü The white bar bucket should be used to house the Coola pouches in the window. Fill with crinkle paper and then add pouches so they peek out enough to be seen. ü We’ve added the pro-tip 5x7 sign here to encourage gift set sales. ü If your store has a second set of windows, you may feature another summer story or a Thank You/Congrats story since the colors coincide with the continuation of the rainbow decals. ü Please do not place Fathers Day in the window, unless you have no decal in the secondary window. The rainbow decal should not be featured with Fathers Day product.

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42 ND ST

Tasters

Pride

Do-it-all Dad

Grads/Teachers

Large Cubes

Rosé/Champagne Coola

Pressed

Sampling Table

Father’s Day

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AMERICANA

Grads/Teachers

Dapper + Top Shelf Dad

Pressed

Do-it-all Dad

Pride

RosĂŠ Sampling Table

Coola

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CENTURY CITY

Coola Top Shelf Do-it-all Dad Dad Grads/Teachers/ Rosé

Tasters

Dapper Dad/ Choco Dad Sampling Table

Pride CHOCO BARS

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PRUDENTIAL CENTER

Dapper Dad + Choco Dad

Choco Bars Coola Pride

Sampling Table

Rosé

HBD + Large Cubes

Grads/Teachers

Coola

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ROCKEFELLER

Coola/Summer

Dapper Dad + Top Shelf Dad

Tasters

Grads & Teachers

Pressed

Do-it-all + Choco Dad

Sampling Table

Pride

RosĂŠ

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SANTANA ROW

Grads/Teachers

Dapper Dad + Top Shelf Dad

Coola/Summer

Coola

Do-it-all Dad

Pride

Choco Dad

RosĂŠ

Sampling Table

Pride

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SOUTH COAST PLAZA

DYO

Do-it-all Dad Large Cubes

Sampling Table Coola Pride

Tasters

Choco Dad

Rosé

Grads/Teachers

Top Shelf Dad

Dapper Dad Pride

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THE POINT

Coola/Summer

Grads/Teachers

Dapper Dad + Top Shelf Dad

Pride

Do-it-all Dad

Choco Dad

Pride

RosĂŠ

Coola Choco Bars

Sampling Table

25

UTC

RosĂŠ DYO Tasters, choco bars, large cubes Coola/Summer Teachers/Grads

Do-it-All Dad + Choco Dad

Dapper Dad + Top Shelf Dad Sampling Table

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WTC

Choco Dad

Pride

Tasters RosĂŠ

Pressed Large Cubes

Teachers/Grads

Do-it-all Dad

Dapper Dad + Top Shelf Dad

Sampling Table

Coola/Summer

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NORDSTROM BREA

Coola/Summer

Do-it-all Dad

Pressed

Choco Dad

Pride

Choco Bars

3pc Presets

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NORDSTROM CALGARY

Champ/Rosé

Dapper/Top Shelf Dad

Choco Bars

Rosé Choco Dad

Do-it-all Dad Pride

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NORDSTROM EATON CENTRE

Do-it-all Dad Dapper Dad/Top Shelf Dad

Teachers/Grads

Tasters

Choco Dad

Rosé

Pride

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NORDSTROM FASHION ISLAND

Pride

Pressed Tasters/Choco Bars

Rosé Do-it-all Dad

Choco Dad

Top Shelf Dad

Dapper Dad

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NORDSTROM SANTA MONICA

Choco Dad Do-it-all Dad Pride

Dapper Dad

Cocktails

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NORDSTROM SEATTLE

Cocktails Top row: Dapper/Top Shelf Dad 2nd row: Champ/Rosé 3rd row: Presets

DYO + Large Cubes

Coola/Summer

Pressed

Do-it-all Dad

Pride

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NORDSTROM VANCOUVER Dapper Dad + Choco Dad + Do-it-all Dad

Cocktails

Tasters

Rainbow

Teachers/Grads

Large Cubes

Rosé

Pressed

Top Shelf Dad

Sampling Table

Pride

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NORDSTROM YORKDALE

Alfred/Pressed

Rosé

Choco Bars

DYO + PRESETS

Dapper Dad

Pride

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