For the main sports event in 2010 the STI Group was commissioned to draft and develop a tricky POS display for CHOCO CROSSIES and related snacking products from Nestlé.

The challenge was finding a clever idea to draw out the connection between snacking products, football and the host country of South Africa. Of the initial three concepts that were presented, the jeep version immediately stood out for its attractive and attention-getting melding of the themes into one display product.

Emotional positioning

The display is intended to achieving high visibility and a sympathetic brand awareness at the POS, activating the shopper's purchase impulse in an inviting way.

Beyond the communicative aspects, logistics were also a key concern during the campaign development process.

The result is a large format island display delivered as a self-assembly kit for one person to set up quickly. The kit fits into any standard passenger vehicle and fits within the "safety belt dimensions" expected by courier services. The printing layout was optimised to save on processing costs, ensuring that the campaign is both economical and effective.