POPAI had created POP solutions that enhance the total shopper experience, deliver measurable results and are tailored to their retail environment. These display packs connect target shoppers with brands in new and exciting ways. The company had won various award for these display packs. The first gold award of the night went to the jaw-dropping Wow display for Unilever that promoted Williams Racing Sure deodorant, complete with life-like 3D race car, which encouraged motorsport fans to engage fully with the brand both in store and on social media. In a number of stores shoppers continued the momentum themselves, by competing to take the POP home after the promotion. A compact shipper that heroed the race car in smaller stores was rewarded with a bronze in the Cosmetics, Health, Beauty & Fragrance category. An eye-catching unit that brings the promotion to the attention of shoppers very effectively’ was displayed by Walkers Qashqai Wow display for Pepsico, won silver in Grocery, Convenience and General Merchandise. This inviting high-capacity unit targeted Tesco shoppers by replicating the Nissan Qashqai model on offer in the Buy-Scan-Win promotion. Instantly creating a summer feel in store, the Nivea Sun Beach Hut for Beiersdorf win gold in the hotly contested Short Run Temporary category. It won praise for its authentic, considered and detailed design, which ‘makes it a very disruptive display in store that would attract shoppers’. Further disruption was caused by the Nivea Sun Rollerball display in the Pharmacy category, a unique structural design ‘visually communicates the new rollerball applicator and led to increased sales.’ In Home & Garden, the FloPro+ Spray Gun display for Crest Garden was singled out for creating ‘maximum impact in store’ and its clever construction. This modestly-sized display with giant product maximised instore visibility for this growing brand to earn the silver award in this category. The curvy and appealing Kinder Surprise display won a bronze in the Confectionery category for ‘achieving great standout through the iconic shape, strong branding and ease of product selection’ as well as for meeting ‘both business and marketing objectives’.
