Creative Displays Now, a division of Great Northern Corporation, won three awards at the Design of the Times competition during the 2012 Shopper Marketing Expo, held Oct. 16-18, at Navy Pier in Chicago.
The annual competition recognizes the retail industry’s most inspiring and creative in-store activation tactics and campaigns that grab consumers’ attention and provoke purchases. Awards are distributed throughout eight retail channels based upon the entry’s ability to command attention, connect with the shopper, convey information and close the sale.
This year, Creative Displays Now won two silver awards and one bronze award for their industry leading retail display design. Below is a summary of the winning point of purchase displays:
Wrigley #5/Orbit Macro/Mini Gum Pallet
In the Mass Merchandisers category, a silver award for the Wrigley #5/Orbit Macro/Mini Gum Pallet, created for the launch of new micro package sizes to revitalize Wrigley’s penetration in the mature gum market. The new sizes included a mini pack designed and priced to compete for share of pocket and a macro pack that fits easily into cup holders. The display emphasized the size of the new packs with side panels that featured clever mirrored media that simulated fun house mirrors. The micro pack “mirror” panel made the shopper look taller/bigger while the cup side panel made them appear smaller. The mirrored media engaged the shopper from a distance and created curiosity that drew them to the display. Messaging and graphics emphasized size and price. Sales results reported by Walmart stores were above launch goals.
Goal Zero Counter Unit
In the Sporting Goods category, a silver award for the Goal Zero Counter Unit. Goal Zero, which makes portable solar chargers for phones, cameras, iPads and other battery-powered products, wanted an interactive tool to educate consumers about its brand and product line. Products promoted in the permanent display included Goal Zero’s solar panel, battery pack, speakers and Luna Light (displayed graphically at work inside a tent at night). Deployed in sporting goods retail stores, the display’s dramatic messaging — charge forward — was aimed at the outdoor enthusiasts and at suburbanites seeking a more untethered lifestyle. The display enabled the shopper to physically interact with each of the products showcased. A looping video with audio provided additional education about products and usages. Goal Zero’s green color was used to reinforce the brand. Initial feedback indicated a significant lift in product sales when the permanent retail display was utilized.
Berkley Havoc® End Cap
In the Sporting Goods category, a bronze award for the Berkley Havoc® end cap display designed to introduce the new Havoc artificial bait line in conjunction with the BASS Masters Classic Fishing Tournament. The bright red and black colors of the products delivered strong visibility. The display included information not only on the header but also on the outside and inside of the panels. Professional fishermen testimonials on the inside panels gave added credibility. Lures at the bottom made it easy to see the shapes of the different lures and the row alignment made it easy to select the right lure. ROI was achieved within the first two days of deployment. Overall sell through was 92 percent with some stores actually selling 100 percent of the product given to them multiple times.
A complete list of the winners can be downloaded at www.dot-awards.com.
Contact Creative Displays Now to discuss your next retail display or packaging project.