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10. PHARMACY

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Entry Title 16 Hours of Amazing
Category 10. Pharmacy
Company Name Haygarth Group
Client Company Name Alcon Eye Care UK Limited
Entry Number 10-001
Year Entered 2018
What was included?
•Window Display •FSDU/Totem •Leaflet Holder •DL Consumer Leaflet •ECP Sales Aid •Social Media Video
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Target Environment
This entry’s targeted retail environment was multiple eye care outlets – not, at least as far as consumers are concerned, the most engaging spaces to be in. Ranging from small independent stores all the way up to larger grocery chains, each outlet had its own set of touchpoints; window displays, cou....
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Materials
Window display Impactful, eye-catching displays offered effective standout and were disruptive in an otherwise cluttered retail environment. A modular 3D structure took pride of place in the window; a multi-level execution that could be scaled up or down depending on the size of the space, with vary....
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Objectives
We were tasked with developing a campaign that gave Eye Care Professionals a clear reason to believe in and recommend DAILIES TOTAL1 as a first-choice contact lens – reframing it as a genuinely positive change consumers could make to their lives, rather than just an everyday problem solver.
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How it achieved objectives?
Our 16 Hours of Amazing platform was designed to re-establish round-the-clock comfort with fresh, fun creative to reflect consumers’ fast-paced lifestyles. Modern, on-trend colourways and editorial imagery were a refreshing change from the traditional whites and blues and cold, science-focussed camp....
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Entry Title J&J Colds Travel Fast
Category 10. Pharmacy
Company Name Creo
Client Company Name Johnson & Johnson
Entry Number 10-002
Year Entered 2018
What was included?
Day Lewis permanent interchangeable/seasonal FSDU
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Target Environment
Day Lewis Pharmacy
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Materials
- Main structure: brushed steel, spray painted white - we used a metal unit to be durable and withstand a couple of years in store. The structure was designed so that interchangeable printed panels can be swapped over in store on a seasonal basis - Printed panels: 2000 mic display board - this is co....
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Objectives
Using insights that children get sick approximately 2 weeks before the rest of the family, J&J wanted to create a unit to support a new campaign which utilized its portfolio depth to promote care for the whole family in winter. While Mum or Dad are shopping, they would see that ‘Colds Travel Fast’ a....
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How it achieved objectives?
This was the first time a permanent metallic FSDU, with seasonal artwork and load ups, has ever been activated in the pharmacy channel for J&J. Each quarter, the artwork on the unit will be changed relative to seasonal/ category trends – with winter being a key period. From a cost vs. value perspect....
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Entry Title J&J Spinner Unit
Category 10. Pharmacy
Company Name Creo
Client Company Name Johnson & Johnson
Entry Number 10-003
Year Entered 2018
What was included?
Sainsbury’s Spinner FSDU
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Target Environment
Sainsbury’s pharmacy
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Materials
Materials used: - Main unit & header: EB flute (printed 4 col) – this material was chosen as it is economical, durable and recyclable - Mop tray: 400 mic clear polyprop - recyclable and prevents water damage to the base of the unit (e.g. from cleaners mops) - Spinner parts: 2000 micron display board....
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Objectives
- To help the shopper find the right stop smoking product for them - To drive incremental sales through additional space in the Pharmacy aisle in store
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How it achieved objectives?
Stop Smoking is a very confusing category for shoppers, with many different formats to choose from and walk away rates in the category are high. We therefore incorporated a spinner into the top sloping shelf. This helped shoppers to find the right stop smoking format for them, by giving information ....
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Entry Title NIVEA Q10 Skincare Tray
Category 10. Pharmacy
Company Name StormDFX Ltd
Client Company Name Beiersdorf UK
Entry Number 10-004
Year Entered 2018
What was included?
A Boots Mid Gondola for Nivea Q10 & Q10 Vitamin C Display with centralised info panel and raised plinths for additional product height.
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Target Environment
High Street health and Beauty – Boots
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Materials
EB Flute structure with 2000 & 1250-micron display board printed plinths and clads. EB flute used for the sub structure provides a cost effect robust base to the display, with products in locators they would be stable, and the correct load up maintained in a neat and tidy manner. The 2000 & 1250 dis....
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Objectives
To showcase both Q10 Core and Q10 Vit C, making it clear to the shopper that there was differentiation within the range, whilst maintaining a brand look and feel and neither alienating or confusing the shopper.With the addition of the new Q10 Vitamin C SKU’s, we were tasked with ensuring the differe....
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How it achieved objectives?
It was imperative we gave Q10 and Q10 Vit C their own space. Whist retaining the trade market Nivea look and feel so we used an educational information panel in the middle of the 2 ranges, to zone the new vs existing Q10 products.Relevant information targeted the new Q10 Vit C and gave the shopper t....
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Entry Title NIVEA Sun FSU
Category 10. Pharmacy
Company Name StormDFX Ltd
Client Company Name Beiersdorf UK
Entry Number 10-005
Year Entered 2018
What was included?
Nivea Sun Superdrug Permanent FSDU with lock-able wheels to enable store staff to wheel to the front of the store or even at queue areas when the weather report was looking good. On cooler weekends it could then be rolled back to the seasonal department within the store.
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Target Environment
High Street Health and Beauty, Superdrug
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Materials
For durability and rigidity we used 5MM HIPS and PETG. This material was screen printed. To enable maximum flexibility for price changes, load up changes and promotional features we used heat bent clear epos for the shelf fronts and a clear pocket on the header. Again for longevity and flexibility p....
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Objectives
To create an attractive, fun and family focused semi-permanent, free-standing display, to promote the Nivea Sun range for up to 12 months, to ensure the rate of sale was maximised throughout the year. We made the unit mobile to support the brands objective to have a bright and colourful unit in the ....
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How it achieved objectives?
We knew this display was going to be a hit in-store because everyone loved it so much throughout the creative and prototype process. The Nivea Sun UK Brand Manager said our display was “A great way of driving our UK sun safety messaging with the opportunity to thermally activate and increase visibil....
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Entry Title Nurses Permanent Pharmacy Tray
Category 10. Pharmacy
Company Name HRG UK Limited
Client Company Name GlaxoSmithKline
Entry Number 10-006
Year Entered 2018
What was included?
This is a permanent shelf tray for our Day & Night Nurse products, which was implemented in Boots on September 4th 2017 across the top 799 stores. Even though the Nurses products are sold ONLY behind the pharmacy counter, the tray was placed in the general sales healthcare area of the Boots stores a....
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Target Environment
This entry was placed in Boots. It is a high-street retailer which is chosen by cold and flu shoppers for the detailed product education and advice that Boots offers (both on shelf and via the pharmacists and sales advisors). The display was designed to help shoppers identify the best suited product....
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Materials
Xerox made use of 1,5mm PETG for the plastic tray as it’s easy to form, cheap to buy and readily available, ideal for the creation of almost 800 trays. They printed the labels onto Vinyl self-adhesive with UV inks as these are easy to apply, leaving a smooth finish with minimum bubbles.
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Objectives
Even though the Nurses products are sold ONLY behind the pharmacy counter, the tray was placed in the general sales healthcare area of the Boots stores. We had the following 4 objectives in mind: -increase sales at the pharmacy counter by moving people from GSL area to the Pharmacy counter via perma....
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How it achieved objectives?
Having evaluated the performance of the tray, we believe that it met all the objectives we set out for it: •Increase sales at the pharmacy counter by moving people from GSL area to the pharmacy counter via permanent branded tray: - Base unit sales in Boots increased by 4.22%, despite a simultaneous ....
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Entry Title Oral-B Genius Toothbrush FSDU
Category 10. Pharmacy
Company Name Communisis Plc
Client Company Name Procter & Gamble
Entry Number 10-007
Year Entered 2018
What was included?
A freestanding cardboard display unit which holds stock, plus a clear acrylic glorifier box on the top shelf to showcase the Oral-B Genius Purple toothbrush and it's accessories to the consumer.
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Target Environment
The target audience for the unit were dental category consumers with the aim of the unit to encourage customers to purchase the latest and most premium luxury Oral-B handle.
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Materials
The FSDU was made from cardboard as the site in-store was for a temporary item and to ensure that the unit complied with Boots strict guidelines in regards to recyclability. The glorifier box was made from a vacuum-formed plastic tray with a clear acrylic box on top, this was also attached inside of....
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Objectives
The objectives of the unit were to launch the latest Oral-B premium handle, to create ‘WOW’ in store and to drive sales of the new handle.
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How it achieved objectives?
Following a hugely successful launch in Boots for the Oral-B Genius Black and Rose Gold toothbrushes in 2016, this unit was developed using the same structure to launch the latest release in the super-premium Genius collection; Oral-B Genius Orchid Purple. The purpose of the unit was to communicate ....
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Entry Title Scholl Christmas Gift Tray
Category 10. Pharmacy
Company Name Print and Display T/A P+D
Client Company Name Reckitt Benckiser
Entry Number 10-008
Year Entered 2018
What was included?
Scholl Christmas Gifting Tray
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Target Environment
Independent and Group Pharmacies in Ireland.
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Materials
The 3d attachments and wobblers were printed small format digitally and laminated for a cost-effective photographic finish. The unit inner was constructed from e flute and then wrapped in a mirriboard wrap to create impact and a premium finish. The refeckive qualities of in line with the brand objec....
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Objectives
Present the idea of footcare as a gifting idea for Christmas and drive sales of the Scholl range over the Christmas period.•Create a premium but high-end display to secure gondola end space in the competitive Christmas environment. •Provide a cost-effective display , that was eyecatching in store in....
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How it achieved objectives?
This was a standalone piece of Point of Sale designed to encourage footcare as a gifting idea and drive sales of the Scholl range in the Christmas period. The unique mirriboard finish with the spring wobblers created impact at the point of purchase. The simple messaging and graphics complemented the....
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Entry Title Voltarol Boots Osteoarthritis Mid-Gondola
Category 10. Pharmacy
Company Name HRG UK Limited
Client Company Name GSK Consumer Healthcare
Entry Number 10-009
Year Entered 2018
What was included?
This entry includes a Voltarol Pain mid-gondola tray produced for Boots, e.g. tray including a giant Voltarol Emulgel P dummy tube and an info panel. This has been a key part of the activation of the Voltarol Emulgel P 180g launch - a Pharmacy only line positioned for osteoarthritis sufferers. See t....
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Target Environment
Key part of the Voltarol Emulgel P 180g launch was run in Boots, given that Boots is the leading pharmacy chain in GB and it was forecast to account for 50% of the Net Sales target of this launch. Boots stores are usually located in High Street and they are quite "clean", following Boots look & feel....
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Materials
Materials and manufacturing process were chosen by our supplier Xerox to deliver the best price quality ratio, given Boots specific guidelines. Trays were approved by Boots production team and executed by in-store colleagues. No complaints related to POS not fit for purpose or falling apart were rec....
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Objectives
Background: • In the absence of a true NPD in 2017, the Voltarol Brand Team have decided to turn a launch of the Voltarol Emulgel P 180g – essentially the bigger pack size – into the launch of the first ever osteoarthritis product platform by leveraging on the existing on-pack claim “Relieves pain a....
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How it achieved objectives?
To secure best-in-class launch of the OA NPD, we needed to think differently and aim for the Platinum level of activation at Boots that would enable us to go beyond the standard Boots creative guidelines. The giant Voltarol Emulgel P dummy tube on a GSL hotspot – new and disruptive POS material for ....
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