In the June ceremonies honouring the POPAI Awards 2016 winners which were held in Düsseldorf, Gissler & Pass once again managed to come out on top: in the category ‘food, convenience goods and sweets ‑ temporary’ the Jülich-based corrugated board expert won gold for its POS display ‘HiPP Früchte-Spaß’ presented by HiPP GmbH & Co. Vertrieb KG.
The “squeeze bottle display” had convinced the experts by its visceral design and inventive, attractive presentation.
Shaped like a HiPP squeeze bottle and sticking out by its striking design, the display adds recognition value to the presented brand. The POS staging is enhanced by the high-quality print. For example, the lid appears as if made from real plastic, just like the squeeze bottle after which it was fashioned.
The whole structure is quite sturdy notwithstanding the plain and lightweight construction, with the display jacket consisting of just two separate parts. Moreover, the possibility of accessing it from two sides benefits the sale.
“We’re proud that our display has come out as one of the leading secondary placements in the competition,” comments Thomas Gissler-Weber, managing director for Gissler & Pass GmbH. “Even more importantly, the display solution has emerged as a resounding success for our customer HiPP. The additional secondary placements allowed HiPP to address both its core target group and users outside of the babies’ and children’s articles portfolio. At the end of the day this helped to generate some significant extra revenue.”
Stefan Dornauf, HiPP’s director trade marketing, explains: “We’ve had a number of top-selling secondary placements going with our squeezer contour displays set up by our trade partners. We are pleased with the high level of acceptance amongst retailers and the good sales results. The gaudy design of the display and the contour shape helped us meet our goal, which was to draw consumer attention at the POS toward our range of fruit squeezers and elicit casual purchase behaviour.”
The POPAI POS Awards
The POPAI (Point of Purchase Advertising International) Awards were presented for the sixth time in 2016.
Awards being presented for the top creations:
- POS Materials
- Shopfitting, SIS concepts
- Digital Media@Retail
- Shopper Marketing
Since its formation in the United States in 1936, the hosting POPAI organisation has advocated the interests of industry, trade and producers as well as service providers. The organisation has more than 2,000 members worldwide, of which about 1,000 are alone in Europe. POPAI sees itself as a centre of excellence and comprehensive communication platform for “Marketing at Retail”. The association has hosted worldwide POS awards for more than 50 years.
from left: Karin Wunderlich (Managing Director POPAI D-A-CH e.V.), Martin C. Schmidlin (Feinkost Dittmann Reichold Feinkost GmbH), Lutz Werner (Gissler & Pass GmbH), Lutz Eppendorfer (Feinkost Dittmann Reichold Feinkost GmbH), Ralf Meyer (Jury-Vorsitzender POPAI POS Awards)