POPAI Display of the Year Award for InContrast
In addition to securing two golds, a silver and a bronze at the POPAI Awards gala event this year, InContrast received the highest level of industry recognition: Temporary Display of the Year award for the Kinder Halloween Monster Display.
Celebrating its signature insight and creativity across a range of brands and retail contexts at the POPAI Awards night in London on 8th October, InContrast once again proved its ability to make shoppers stop in their tracks.
‘The success of our approach relies on truly understanding the brand, the shopper and the challenge,’ explains Mike Brown, managing director of InContrast. ‘Getting inside the heads of our clients, their brands and their target markets is how our brilliant design team applies their creativity effectively to achieve these remarkable results in store.’
Got the bottle
The launch display for Unilever captured the distinctive shape of the new Tresemme product, helping the brand take centre stage in Superdrug.
Winning over retailers and shoppers alike, the unit was not only a success for NPD but also drove uplift across the entire Tresemme range. Its innovative design, a 3D shape wrapped around a standard display chassis, helped to earn it the Cosmetics & Beauty silver award.
With its unmistakeable bright yellow livery, the Kärcher accessories display won gold for its outstanding performance in Halfords stores. Managing to combine shopper appeal with strength, practicality and durability, it not only took the top spot for retail best practice in the Home & Garden category, it was also re-ordered for the following season.
Shaking up retail
Extending its approach into the Window Display category this year, InContrast won a bronze for its striking presentation of the Vita Coco coconut water launch in Whole Foods Market. Creating eye-catching motion through the use of hanging elements and hidden fans, the unmissable display literally brought passers-by to a halt and reminded them to ‘shake up the coconut taste’.
‘Taking a partial on-pack graphic and bringing it to life in full 3D was a considerable design challenge for the Kinder Halloween Monster unit,’ explains James Boydell, sales manager at InContrast.
The result was an imposing, friendly-yet-scary display that literally dared shoppers to reach inside a monster’s gaping mouth to grab their Halloween treats. ‘The dumpbin solution is deceptively simple and cost-effective,’ adds Boydell, ‘yet it generated huge excitement in store, converting into strong sales across grocery and convenience.’
Winning a much-deserved gold, the Monster display demonstrates that insight, ingenuity and persistence make a potent combination.
Display of the Year
Further showing its appreciation for the Halloween solution, the POPAI jury selected it from all the gold award winners to receive the Display of the Year award in the Temporary category.
This surprise award is only announced on the night of the gala event and is presented to the display that the jury feels embodies the ultimate in creativity, innovation and commercial impact.
‘To win Display of the Year is the icing on the cake,’ adds Mike Brown. ‘When there are so many challenges that clients and brands face, from evolving local retail landscapes to broader issues of sustainability and economic uncertainty, it’s great that our creativity helps them win in store time after time. A massive thank you to Ferrero, Kärcher, Vita Coco and Unilever for contributing to such positive collaborations over the past year.’
POPAI Awards 2020
A gallery of award winners and entries for this year and previous years can be viewed in their respective categories on the POPAI UK & Ireland website.
Entries for the forthcoming POPAI Awards are already open online, with a closing date of March 2020. Watch this space!