InContrast wins 7 more POPAI Awards
InContrast proves its continued ability to generate interest, innovation and real value across the UK retail landscape, winning seven awards in six categories at the UK & Ireland POPAI Awards. The company’s unique approach intimately links brands and shopper marketing with design and production to deliver distinctive POP campaigns with impressive returns.
POPAI judges look across the industry for the most remarkable POP solutions that enhance the total shopper experience, deliver measurable results and are tailored to their retail environment.
‘We specialise in connecting target shoppers with brands in new and exciting ways,’ says Paul Clarke, MD of InContrast. ‘Having a closely shared understanding of brand, shopper and commercial objectives is what makes our client partnerships so productive.’
The first gold award of the night went to the jaw-dropping Wow display for Unilever that promoted Williams Racing Sure deodorant, complete with life-like 3D race car, which encouraged motorsport fans to engage fully with the brand both in store and on social media. In a number of stores shoppers continued the momentum themselves, by competing to take the POP home after the promotion. A compact shipper that heroed the race car in smaller stores was rewarded with a bronze in the Cosmetics, Health, Beauty & Fragrance category.
An eye-catching unit that brings the promotion to the attention of shoppers very effectively’ was how judges described the Walkers Qashqai Wow display for Pepsico, which won silver in Grocery, Convenience and General Merchandise. This inviting high-capacity unit targeted Tesco shoppers by replicating the Nissan Qashqai model on offer in the Buy-Scan-Win promotion.
Instantly creating a summer feel in store, the Nivea Sun Beach Hut for Beiersdorf caught the judges’ eyes to win gold in the hotly contested Short Run Temporary category. It won praise for its authentic, considered and detailed design, which ‘makes it a very disruptive display in store that would attract shoppers’.
Further disruption was caused by the Nivea Sun Rollerball display in the Pharmacy category, a unique structural design which judges commended with a bronze: ‘visually communicates the new rollerball applicator and led to increased sales.’
In Home & Garden, the FloPro+ Spray Gun display for Crest Garden was singled out for creating ‘maximum impact in store’ and its clever construction. This modestly-sized display with giant product maximised instore visibility for this growing brand to earn the silver award in this category.
The curvy and appealing Kinder Surprise display won a bronze in the Confectionery category for ‘achieving great standout through the iconic shape, strong branding and ease of product selection’ as well as for meeting ‘both business and marketing objectives’.
‘Being one of this year’s most awarded suppliers highlights again the unique touch that we bring to every brief – whether it’s simple, or more challenging and unusual,’ explains Paul Clarke. ‘Our designers are uniquely versatile in blending retail understanding, construction and materials to create a distinctive brand experience every time. Being able to prototype and produce a range of substrates in house gives us a huge advantage when converting ideas into reality.’