POPAI Awards 2009: Convenience/Route Stores

Entry Category: 2 - Convenience/Route Stores

Entry Division: Permanent

Entrant Company Name: Active Display Group

Secondary Entrant Company Name: Ergo Asia

For the launch of our New Look Freddo we wanted an off location display that could become a destination in both grocery and route.It had to be graphically strong to target the appropriate audience.It had to be robust enough to handle a typical route trade environment.It had to be easily assembled.It had to be able to be promotional at a later date (interchangeable graphics)Had to be fun and create a destination in store.

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Permanent

Entrant Company Name: Creative Instore Solutions Pty Ltd

With Cadbury now distributing the extremely successful Natural Confectionery Co. product along with it's traditional Cadbury Chocolate range, they had the range now to dominate the impulse snack environment in the petrol & convenience category..year round.While Chocolate is a winter favourite, the Natural jellies are a hit in the summer, which highlighted the opportunity to combine this tradition within one permanent merchandising unit and dominate the lucrative and highly sort after front of store location. By developing a small footprint display that could be easier adapted for either product range, Retailers could use it as a draw card for the seasonal favourite.The fun look of the display had to give permissibility to take Cadbury Bars & the Natural Jellies out of its traditional home in the snack shelf aisle, and additionally position them at the front of the store, by the counter or at the end of the aisle. To make it special enough the unit needed to be distinctive - speaking directly to shoppers, enough to lure an unmindful indulgence, translating to impulse sales.Specific Ojectives Secure & retain the highly desired "front of store" off premise location through-out the calender year by offering flexibility in the product holding capabilities; namely, hang-sell & shelf trays. Be flexible enough to hold all bar, block, shipper and hangsell pack sizes in both the Cadbury & Natural Confectionery Co brands. Be extremely rigid to maintain brand appeal in high traffic areas for up to 3 years. Be extremely fast to assemble, stock & rebadge for promotional periods or branding change overs. The desire was to be proactive and deliver a more sustainable solution than previous systems.

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Semi-Permanent

Entrant Company Name: Dot Design Pty Ltd

The key initiative in the development of this brief was to create an innovative semi-permanent point of sale display to launch the 'Cookies and Cream' Kit Kat chunky bar range into the confectionery market. The confectionery market is heavily saturated with competitors and products, Nestlé therefore developed this brief to 'increase awareness and drive consumer volume sales of Kit Kat Chunky'. The brief requires a POS unit to retain a limited footprint due to restrictions on available floor space whilst 'creating maximum exposure and impact'. It was from this discipline that the initiative of the 'ceiling' POS was developed. The market objectives include: Create a semi-permanent in-store point of sale piece which attracts new customers and simulates growth of Kit Kat chunky market sales within the confectionery market The POS unit is to be distributed in convenience and route stores.  Launch momentum for the new "Cookies and Cream" range Re-establish brand loyalty by engaging consumers in an exciting way to be reminded of "picking up their favourite Kit Kat product" To provide a unique touch point at POP whilst exciting the field and trade Targeted 1.3M over the 12 week launch window

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Permanent

Entrant Company Name: ERGO Asia Pty Ltd

Secondary Entrant Company Name: Reid Lalor Displays

 Tactical and strategic branding opportunities. Multi use across accounts in both Australia and New Zealand. Permanent placement on counter. Off location display of Freddo (and variants if required) and Chupa Chups.

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Semi-Permanent

Entrant Company Name: id8 Studio Pty Ltd

Objective 1. To increase sales of multipacks in petrol and convenience channel.Objective 2. To drive distribution and gain retail support in the petrol and convenience channel.Objective 3. To increase visibility of the V brand in the petrol and convenience channel.Objective 4. To design a solution that effectively manages the different sku's of V multipacks.Objective 5. To have the flexibility of an interchangeable graphic panel area to communicate deals/promotions.

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Permanent

Entrant Company Name: id8 Studio Pty Ltd

Research has shown Tic Tac has total brand awareness of 99% and has the highest brand consideration at 63% and appeals to a broad target market of old and young alike. This indicated that Tic Tac could take advantage of superior brand equity and heritage that the other brands lacked.The Impact Counter was designed as part of Project Refresh which saw many Tic Tac displays re-engineered with the objective of driving distribution & visibility in store to ultimately drive sales. The Impact Counter unit was essential for driving visibility in the Route & Convenience channels. The objective for this display was to get distribution in the impulse channel (this unit can be prepacked) and then gain permanent counter space for Tic Tac. As we all know, counter space is limited & is very competitive with almost every category wanting space there. Therefore the objective was to have a small footprint, enable flexibility of stock weight & carry the entire Tic Tac single pack and Big Box range. Along with this it was important to have a unit which was flexible enough to accommodate new product innovation.

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Semi-Permanent

Entrant Company Name: Megara

The Campaign objectives were to: Develop core brand merchandise suite that showcased the number 1 Mint Brand and its Iconic tin, whilst affording us the opportunity to drive sales through off location display To support a National Independent Grocery Consumer Promotion in Oct/Nov 2008 It was also used to support the Q1 2009 Eclipse Mints launch "NEW" Black Chill, providing the opportunity to drive awareness, trial and stimulate sales. The Eclipse Mints floor display was designed to create an impactful piece of in-store theatre that could be used across all channels. The iconic Eclipse Mints Tin has been used for inspiration to draw customers to a highly recognizable product and brand.

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Visy Glama

The objectives for the Doritos "You Make it we play it" campaign were: 1. To reignite consumer & customer engagement with Doritos and increase sales 2. Reverse Doritos Equity slide (no A&M support for over 4 years)3. Driving sales without a 'purchase mechanic'4. Communicate the promotional entry mechanics at every touch point the shopper would see.5. Execute the promotion with in 3 weeks of the activity being launched.

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Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Visy Glama

Develop core brand merchandise suite that showcased the number 1 Mint Brand , whilst affording us the opportunity to drive sales through off location display The unit was developed as a pre assembled & pre packed display for speed to market with a new product, ease of assembly for the store owners/Managers to get 100 % placement at a store level.

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