LONDON, May 14, 2019 (Press Release) -Displays drive sales and make sure your brand presents a strong identity at the point of sale. For those silent sellers to come into their full retail potential, a number of aspects must be considered and perfectly attuned during the design and development stage: from the right design and choice of material and a shape, colour, and printing scheme that is as appealing as it is loyal to the brand through to the necessary efficiency and sustainability in the production and logistics process. The most successful solutions of the German-speaking display industry are honoured each year at the POPAI D-A-CH Awards. And once again, DS Smith is among the winners of this coveted award in 2019. The display and packaging strategists received a whopping five Indian Chief statuettes for their holistic and creative secondary placement ideas, including 2 gold awards and the silver audience award for the Red Bull Special Promotion.
Maille Mustard Product Launch: Fresh from the Tube
Gold award winner in the food and confections category
The Dijon mustard by the long-standing Maille Company brings culinary finesse and a touch of French savoir-vivre to German kitchens everywhere. The delicious seasonings are now also available in tubes, a preference among German consumers. At the point of sale, this new container is being promoted by innovative secondary placement in keeping with the look and feel of the popular specialty food brand. The tube-shaped CHEP quarter display designed by DS Smith is impressive in brilliant black and gold. Offset on chromo cardboard, refined with gloss varnish and laminated to EE flute, this high-quality secondary placement is an eye-catcher on any sales floor. The sole stars of this striking POS staging are the products, which are fixed upright in their trays and can be easily reached and removed from all sides. Selling at an above-average level and time-efficient in manufacture and handling, this innovative solution by DS Smith fascinates consumers, retailers, and the Wilms indent house, which handles the marketing of Maille products, alike.
Got2b color: Colourists at the POS
Gold award winner in the beauty and fragrance category
The point of sale becomes colourful. Highlights, ombré, or full semi-permanent hair colouring: the ladies can create their very own look with the Got2b color hair dye product range. And the high-quality printed and refined display by DS Smith used by market leader Henkel to promote its Got2b product range at the point of sale is no less stunning: The unusual shape of the stacked trays, staggered in blocks of contrasting colour, is a real eye-catcher. The attractive yet stable corrugated board pallet display can accommodate 80 products. Built from few individual parts and yet extremely stable and versatile, the solution simplifies assembly and equipping. The products of a total of 17 different types are simply placed in the racking system including the tray.
Last year, the hair-dye market leader realised the Got2b brand extension from styling to hair dye. The market launch was a roaring success, as Got2b color introduced people to the category. The commodity group saw an above-average acquisition of new customers, in some cases over 50 %.
Red Bull Special Promotion: Full Speed Ahead for the Next Party
Double distinguished: Silver award winner in the beverages and tobacco category as well as silver winners of the Audience Award
The display and packaging strategists of DS Smith have produced an eye-catcher with a high branding factor for the special promotion of the energy drink provider Red Bull. The extraordinary corrugated cardboard 3D display adapts the Red Bull event car known from various action, sports, music, culture, and gaming events. The high-quality offset-printed and varnish-refined adventure presentation in the look and feel of the brand guarantees maximum attention for the popular trendy beverages, as well as interaction at the point of sale. The open arrangement draws the gaze to the cans presented under the bonnet, in the driver's cab and the rear, and encourages shoppers to spontaneously get some for the next street or beach party.
Despite its size, the POS presentation can be quickly installed by one person only due to pre-fabricated parts: minimum handling for optimum emotion and brand engagement.
Limited Edition After Eight: Giving, English Style
Bronze award winner in the food and confections category
Classic on the inside, extraordinary on the outside: The exquisite After Eight thin mints were presented in attractive gift boxes during the Christmas season, and in a “very British” way at that: the boxes were modelled after the most famous landmarks of London, such as the venerable Big Ben or the popular double-decker bus. Nestlé secured prominent placement at the point of sale with the special display designed and produced by DS Smith. Even from a distance, the impressive skyline of the English metropolis peaked the shoppers’ curiosity, drawing their attention to the limited edition and communicating the essence of the brand when combined with the distinctive colour scheme. In line with the product’s claim to premium quality, the display and packaging strategists relied on high-quality offset printing with varnish finishing. The Christmas-inspired design enchanted the consumers and motivated them to buy the neatly stacked special editions—as a stylish present for a friend or for their own tenderly melting moment of pleasure.
A special gift: DS Smith realised a display for secondary placement for the limited Christmas edition of Nestlé’s After Eight that was a strong brand messenger and sales driver.