It was exciting back in May when the Oreo Submarine POP Display was nominated for an award in this year’s POPAI Awards, the industry’s leading award ceremony.
However, we’re now absolutely delighted to report that the Oreo Cookie Submarine POP Display, developed for our client TMS, won the Gold Award for 2018 in the Temporary Display Confectionery Category … and if that wasn’t enough, we also won Bronze in the Temporary Display of the Year overall!
The judges’ comments were great, describing it as;
“Strong design and bold use of colour, with the implied movement linking to the dunking theme. The unit is easily shoppable and carries plenty of stock. It works well, is different and represents good value.”
Their comments were particularly well received by Business Development Director, Chris Hall who said;
“We were really pleased with the judges’ comments, it was particularly insightful that they recognised it represents good value as it’s a primary focus for us to get the balance right for our clients between innovative creativity and value for money. This POP Display is a great example of that ethos and delivered perfectly on the objectives of the client”.
The client had been unable to gain new front of store retail positions in larger Tesco Extra stores, previously they simply had not been open to the brand.
The unit had to show strong association with the on-pack “Dunk and Win” activation promotion as well as communicating a retail offer in the entrance area of the store.
This display was designed and developed specifically to meet the challenges of the open front of store position. The absolute ‘must have’s’ were to achieve a stand out design, strong first impression for the consumer and 360-degree ‘shopability’ in this extremely busy, high footfall retail environment.
The material used resulted in a POP display construction that is sustainable, fully recyclable and can be disposed of through the retailers recycling partners.
When Tesco were shown our concept and vision of how it would work, they loved it and went from allowing Oreo zero front of store space, to having the Field Sales team sell it in on a store by store basis. It opened up the potential from no stores at all to the entire list of Tesco’s flagship Extra stores.
The display successfully achieved its marketing goals in the store environment. The distinctive Oreo brand’s cues were clearly communicated all over the submarine, the cookie, Oreo blue and the logo. The submarine is completely original and ‘dunking’ into a sea of milk it links perfectly to the campaign ‘Oreo Dunk and Win’ which is about dunking an Oreo into a glass of milk.
The display achieved a highly successful implementation for both the brand and the retailers.
Due to the displays being placed in store by a Field Marketing team, they were well positioned, correctly assembled and fully stocked, giving the brand maximum promotional impact to the consumer.
These considerations resulted in a successful unit, which was well shopped and well received in-store by the retailers and customers alike.
Needless to say, the Easypack/POP Display and TMS Teams are both ‘over the moon’ to win two such prestigious awards for a POP Display that absolutely delivered on all objectives for the customer.