Nominated for 7 POPAI UK & Ireland Awards
STI Group`s UK subisidiary InContrast proved once again with its 2017 POPAI UK & Ireland Award nominations that the direct approach works best. Seven nominations in six different categories demonstrate the benefits of close partnership between brand, shopper marketing, design and production.
Each year, the POPAI judges in each category look for standout POP solutions that are tailored to their retail environment, enhance the total shopper experience and deliver measurable commercial results.
‘We fully immerse ourselves in the brands we work with,’ says Paul Clarke, MD of InContrast. ‘Working so closely with each brand enables our project teams to build a deep appreciation of the brand and retail-specific shopper profiles and motivations. It’s that understanding which shapes truly disruptive displays and sells more product.’
InContrast’s 2017 award nominations include two vehicle-themed displays for Williams Racing Sure deodorant that not only drove sales, but also got motorsport fans excited enough to take to Twitter or ask Wilko store managers if they could keep the POP after the promotion.
Two very different Nivea Sun displays for Beiersdorf also caught the judges’ eyes. Both the Beach Hut and the Rollerball designs were picked out as examples of best practice within the Short Run and Pharmacy categories respectively.
For Ferrero, the curvy Kinder Surprise solution shone out from the ranks of Confectionery category entrants, while in Grocery the large format Walkers Qashqai demonstrated a detailed insight into target Tesco shoppers.
In Home & Garden the FloPro+ Spray Gun display for Crest Garden was singled out with a nomination. Disruption was an essential element for growing distribution and sales of this young, fun brand in UK garden centres.
‘In addition to our daily business, we seem to have built ourselves a reputation as the go-to solution provider for unusual or challenging briefs,’ explains Paul Clarke. ‘Our design team is constantly being tested with new ways to deliver value for money and maximise the return on investment.’
Mike Brown, InContrast Sales Director, adds: ‘I’d like to thank all our partners for trusting us with their brands and giving us the opportunity to take them in new directions in store. Well-deserved congratulations go to Beiersdorf, Crest, Ferrero, Pepsico and Unilever; we really appreciate their year-round support but would like to extend particular thanks for their help in creating the case studies for these Awards entries.’
Whether the POPAI award nominees have won gold, silver or bronze awards will be revealed at a gala dinner in London on 3rd October.