Celsius launch: a powerful brand presence at the point of sale

For the market entry of the US energy drink Celsius in France, STI Group developed and implemented a high-impact point-of-sale concept on behalf of Suntory Beverage & Food France. The focus was on maximum visibility, clear design and the use of sustainable materials.

Strong presence in store

The launch was realised as a comprehensive 360° campaign, creating multiple touchpoints with the brand in retail environments. Large-scale corrugated cardboard installations, permanent cross-merchandising displays and decorative elements ensured strong brand visibility in store. Durable, pre-filled corrugated displays formed the core of the presentation, complemented by secondary placements and additional cardboard furniture for effective use of retail space.

Efficiency through modular POS solutions

A key element of the project was the European POS standards catalogue, developed exclusively by STI Group for Suntory Europe. This system offers standardised yet customisable solutions tailored to different retail formats and promotional objectives.

Thanks to its modular structure, concepts can be easily adapted and implemented locally. National subsidiaries can personalise and order their POS materials quickly and without lengthy development processes. This shortens lead times, reduces costs and ensures consistent brand presentation across all markets.

Sustainability at the core

Sustainability was a central focus throughout the project. The corrugated cardboard elements were produced using papers from responsibly managed forests and are recyclable after the campaign. The resource-efficient reuse of proven design solutions further reduced material consumption and development effort.

Successful rollout across Europe

The successful launch in France paved the way for further market entries. Celsius has since been introduced in the United Kingdom, Belgium and the Netherlands. Thanks to the standardised POS catalogue, rollouts in all markets were executed quickly, efficiently and in full alignment with the brand’s visual identity.