STI Group and Unilever win Silver at POPAI Paris Awards

The POPAI Paris Awards judging panel has now confirmed its leading examples of POS excellence from 2016. Designed by STI Group, the premium permanent display for the Signal White Now Touch launch was awarded a coveted Silver trophy. Jean-Luc Colin, Managing Director of Paris-based STI - Display Emballage Creation S.A.R.L., accepted the award in mid-June.

Signal White Now Touch is the latest addition to the Signal family from Unilever. The teeth whitening pen creates the foundation for the perfect smile.

Premium launch platform

Adorned with a giant 3D replica of the pen, this premium permanent display creates a stunning showcase for Signal White Now Touch in the cosmetics section of retail stores. The sparkling white pen tip clearly conveys the temporary whitening effect, contrasting beautifully with the sleek black unit. The elegant floorstand was designed to appeal specifically to the target group: beauty shoppers seeking that finishing touch for their perfect look.

Cross-merchandising opportunities

To reach out to the target group, Unilever’s oral care line not only placed secondary displays in cosmetics sections but also created disruption in dental care aisles. ‘Placing White Now Touch alongside tried-and-tested Signal toothpaste in the dental care section is intended to strengthen the brand and unlock cross-selling potential,’ explains Sandra de Lassus, the Signal France brand manager. Glorifiers around live product and shelf-hanging parasite units created additional touchpoints. In retail outlets where primary displays were not an option, shelf frames were used to trigger impulse buys.

European rollout

White Now Touch was launched in France in December 2016 and will be introduced to other European countries during 2017. The premium permanent displays were part of a POS toolkit developed by STI Group, which includes glorifiers, shelf frames, counter displays, floor-standing units, permanent displays and islands. Diverse country-specific requirements, retailer restrictions and variations in local shopper behaviour were all factored into the final toolkit.

Chosen from 277 entries

Andrea Wildies, Chief Sales Officer STI Group, was delighted with the POPAI Award. ‘A new product launch is always a special occasion, even more so when it’s international. We worked with Unilever to create a POS toolkit that would provide their country managers with a range of options, enabling them to create customised launch solutions that were perfectly suited to each local market. This POPAI award is a well-deserved recognition of the project team’s outstanding work.’

International accolades

Not only did this permanent display impress the POPAI judging panel in Paris, its disruptive impact and elegant design also wowed the POPAI D-A-CH Awards jury.

Continuing to build on its success in previous years, STI Group is proud to have bagged a total of more than 100 POPAI awards in France, Germany, UK, Poland, Czech Republic and Hungary.