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POPAI Awards 2013: Grocery Non-Food

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Entry Title: Oral B Pro Health Sampling Table

Entry Category: 6 - Grocery - Non-Food

Entry Division: Permanent

Entrant Company Name: Active-Adval

Secondary Entrant Company Name: Retail Safari

To support the Australian launch of their new breakthrough toothpaste Oral B Pro-Health, P&G briefed Retail Safari to undertake retail promotional activations across pharmacy, grocery and department stores. The objectives were to: 1. Increase awareness of the new category launch into toothpaste. 2. Drive immediate sales of the NEW Oral B toothpaste. The demonstration unit was pivotal to the success of the program. Innovation and creativity were central to the design and like Oral B Pro Health, P&G requested a ‘best in class’ revolutionary display solution. We were set three additional tasks: 1. Achieve maximum cut-through for the Oral B brand in the cluttered grocery environment and proliferated oral care category; 2. Perform a live demonstration to prove the superiority of the product before shoppers eyes 3. Stock holding areas to support large volumes of stock to assist with driving immediate sales, off location.

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Entry Title: Bonds Round Display

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Bindweld

The objective of this display was varied in nature. As a temporary unit, the stand required ease of shopability, strong construction due to the nature of the garments being very desirable ( Bonds underwear on sale), and a unit that effectively held the stock and its SKU's clear for the consumer to process. The units also need to have ensure that it grabbed the attention of the shopper during there everyday shop. Within a highly competitive market (Coles floor), it needed to engage the shopper and also create an easy path to choosing a SKU quickly and efficiently.

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Entry Title: Recharge with speed

Entry Category: 6 - Grocery - Non-Food

Entry Division: Permanent

Entrant Company Name: Creative Instore Solutions

When Vodafone outlined plans to give customers improved coverage, better reliability and higher speed Vodafone 3G+ and 4G services as part of a comprehensive in June 2012 it need to ensure the brand was well placed to protect market share, in the highly competitive prepaid and re-charge market under the tag line of “a better network for you”. The recharge market which generates around $700 million for Vodafone per annum needed a next generation display stand that was premium, easier to shop that competitors and new market entrants that was a semi-permanent option for the grocery channel.Overcoming earlier units that did not adequately display demonstration stock, including being able to hold sim cards and stock whilst creating a more visual in-store presence in a premium look and feel.

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Entry Title: SURF Mothers Day Display

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Ergo Asia

This was to promote Surf’s range re-launch of Laundry Liquids. It had great fragrances and new unique and eye-catching liquids bottles. From our consumer research we identified that the cleaning aisle is boring and therefore rarely shopped. We wanted to grab shoppers’ attention and disrupt them in an engaging way. The retail objectives for this activation were:1. Disrupt & engage shoppers in fabric wash2. Drive awareness of the new liquids range3. Reinforce the fragrance credentials of SurfOff-location space was negotiated for Tower Unit displays in the Fresh Flowers section of Woolworths stores in conjunction with a consumer activation to Win Fresh Flowers for a year. Off-location in this space is understood to be a first for the category in Woolworths

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Entry Title: Rexona Formula 1 Gondola End

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: 31st Second / Thompsons Print and POS Display

The Deodorant Category in 2012 had a tough start, 2013 was a chance to start the year with a bang (a step changing mechanic), using Rexona to drive growth and excitement back into the category.Strong shopper engagement paired with the affect of a summer launch will drive awareness and engagement in store and thus category sales growth.With Rexona’s sponsorship of the Lotus F1 team, a strong instore presence was needed with eye catching point of sale to drive not only drive shopper engagement but the growth of the deodorant category. Along with this a new special edition F1 sku was launched.

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Entry Title: Rexona Clinical Protection Shelf Trays

Entry Category: 6 - Grocery - Non-Food

Entry Division: Permanent

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: 31st Second and UFO Displays

Consumers were confused about the unique product benefits of Clinical Protection was and why it cost twice as much as regular deodorants. Based on the shopper insight that repeat purchase was very high once the product was trialled. The retail objectives for Clinical Protection were:1. Drive trial of Clinical Protection 2. Increase market share across all retailers3. Educate consumers Clinical Protection offers TWICE the protection as regular deodorants4. Communicate that Clinical Protection is a ‘premium’ product 5. Highlight product outsode of packaging by use of glorifier

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Entry Title: Rexona Motionsense Tower Unit

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: 31st Second and Visy Glamour

• Create awareness and instore presence of the new Rexona Packaging (Spray Can). • Align communications with Above the Line ‘Do More’ campaign. A campaign to encourage activity and sport no matter who you are. • Educate shoppers on new ‘motionsense technology’. • Drive growth in baselines during 3 month launch phase, with the ambition of driving long term category growth.

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Entry Title: Lynx Apollo Off Location Display

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Ergo Asia (on Behalf of Unilever Australasia)

Secondary Entrant Company Name: Look Print / AllPrint Graphics / Retail Communications

Lynx is the largest male bodyspray brand in the male bodyspray segment in grocery, with 83% market share (MAT to 9/6/13, Aztec, national). We set up huge and disruptive semi-permanent bin displays throughout all customers in order to drive trial, awareness and excitement surrounding our ‘Win a Trip to Space*’ consumer promotion and our new variant Lynx Apollo which was launched in bodyspray, anti-perspirant, roll on and shower gel. The campaign goal was to increase penetration and grow total Lynx share of total deoderants vs. same period last year. Further, we also formulated a 13 week turnover target we aimed to achieve. *The promotion saw 4 people chosen to win a trip to Space Camp in Florida, where they would compete for a ticket to Space

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Entry Title: ORAL B STARSHIP D PALLET

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Pop Impact

The Oral B Starship launch is an exciting one for P&G, into a slow growth category that is owned by 2 major players. Objective was to: 1/ Launch an awareness campaign for Oral B Toothpaste product range in Grocery 2/ Gain market share 3/ Increase consumer trial of the product 4/ Execute the campaign within 4 weeks of activity being launched. 5/ Implement D Pallets in maximum number of Coles Stores

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Entry Title: Nivea Coles Pallet Display

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Popcorn Displays Australia Pty Ltd

The objective of the Nivea Coles Pallet Display was to create a display for Nivea's half price in store promotion within Coles. One of Nivea's concern's about temporary pallet displays is their durability for their short time in store, this was a key objective for this display. The other main objectives were: - Increase longevity of a pallet display. - Ensure the stock was easily accessible from the top. - Increase stock holding compared to a normal pallet display. - Modular design that is easy to restock and assemble for pre-pack to store. - Large graphic panels to advertise promotions. - Once the promotion is complete the individual pods could be reused and set up as a stand of it's own if stock wasn't sold.

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Entry Title: The Voice Promotion

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Retail Logic

Develop an integrated strategy to leverage Channel Nine’s hit show The Voice to create an event that would assist drive magazine sales through a money can’t buy experience.The Voice 2013 average audience of approximately 1.8 million viewers per episode.We worked in conjunction with Bauer Media and R25 to create new designs for display bins to increase stock weight at key points if engagement in storeUsing the Shopability Market Research as a basis, Bauer Media and Retail25 crafted its promotional strategy around 6 key areas:Display:Capture attention at store leveraging The Voice property.Make it Enjoyable:Compelling major prize of VIP Grand Final Shoppers want Value:Better content – less reliance on tip ons and gift with purchases The Right Brands:Power-selling the high volume brands Woman’s Day, The Australian Women’s Weekly, NW, Take 5, The Right Time:Taking advantage of the hype surrounding The Voice

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Entry Title: WW Healthy Bright Homes (Winter Nasties) 4-Way

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Sainsbury POS Displays

To offer a complete household solution for WW shoppers to protect their homes during winter against germs and unwanted odours. It is well known that household has high aisle avoidance on shop (+60%) so in order to increase impulse shopping, penetration and conversion our team has developed a 4 way bin combining the benefits of the off-location and attractive promotional offers. The 4 way bin display also offered a unique experience for Airwick shoppers, in which they could test the fragrance before making a decision to buy it. It was also key to help new launches reach weighted distribution in the period.

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Entry Title: Optic White Product Launch

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Visy Glama

• February 2013 marked the nationwide launch of Colgate’s hotly anticipated, Optic White toothpaste. Harnessing the whitening power of hydrogen peroxide, Optic White goes beyond surface stain removal to deeply whiten teeth. The result, three shades whiter teeth in just 4 weeks! The breakthrough technology of Optic White delivers to the consumer need for a convenient whitening toothpaste that actually gets results. This is key to Colgate establishing leadership in the growing super-premium whitening segment. • Campaign objectives were to drive awareness and encourage trial of Optic White. Specifically, the shopper campaign sought to increase shopper discovery and experience with this new product through mega launch execution. • We targeted 21-30 year olds females. The pre-packed display suite aimed to disrupt the shopper and encourage both impulse purchasing and switching at shelf.

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Entry Title: Monster Plush DVD Pallet Bin Display

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Visy Glama

• Monsters University was releasing in the theatres and in celebration of that release we needed to create a supporting retail program that promotedo Launch of Monsters University New Release Plusho Re-Release of Monsters Inc on DVD/Blu-ray o Re-Promote Supporting Disney and Pixar DVD Titles• Re-invigorate back catalogue DVD’s • Gain off location placement for Plush Toys and DVD’s in one prepacked unit• Exceed previous “most successful” campaign.• Create the message “Monster Sale”• Appeal to children through strong graphics and parents through value

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Entry Title: Total Care Christmas Stand

Entry Category: 6 - Grocery - Non-Food

Entry Division: Temporary

Entrant Company Name: Visy Glama

• Increase sales of Total Care toys during Christmas period utilising best selling sku’s to maximise ROI and cater to all sized dog breeds. • Increase brand awareness and presence in store with off-location displays. Encourage impulse purchase to increase AWOP $ as well as drive consumers to the pet accessory bay in aisle for all other categories • Increase product visability and stock holding on stand from previous year to achieve sales uplift. • Simple display assembly yet strong enough to withstand the rigors of supermarket traffic through the Christmas period

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