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23. WHOLESALE

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Entry Title Lucozade Energy Summer Flavours Takeover
Category 23. Wholesale
Company Name InContrast/STI Line
Client Company Name Lucozade Ribena Suntory
Entry Number 23-002
Year Entered 2018
What was included?
Full depot takeover: theatrical beach POS scene (Beach Hut, Deck Chairs, Cutouts, Totems and Floor Sticker) plus Pallet Wraps with cutouts, Totems, Spinner Game, Tower Banners.
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Target Environment
Wholesale: the Bestway depot in Abbey Road, for the Trade Day launch of Lucozade Energy Summer Flavours.
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Materials
The suite of POP was wide ranging to capture the attention of independent retailers both front of depot and in the drinks aisle. Despite the number of different substrates used, great care was taken with colour matching to ensure brand colour consistency across items. Exotic bird cutouts: 4c printed....
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Objectives
1. Create maximum buzz around Lucozade Energy Summer Flavours, which are exclusive to wholesale, and get full retail support for the launch. 2. Raise awareness and drive distribution and sales of the new variants through independent retailers.
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How it achieved objectives?
Objective 1: The POS was in depot in April, but succeeded in setting the scene for a sizzling summer and ensuring independent retailers could not miss the distinctive Summer Flavours. The depot takeover by Lucozade Energy came with full retailer support thanks to its impactful suite of POP. Haleem S....
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Entry Title Max Strong Wholesale Display
Category 23. Wholesale
Company Name Smurfit Kappa Display UK
Client Company Name PepsiCo
Entry Number 23-003
Year Entered 2018
What was included?
Walkers Max Strong Wholesale Display •2 x pallet shrouds •2 x 3D bar stools •2 x headers •1 x conjoining header
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Target Environment
Wholesalers
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Materials
This unit was produced in EB Flute corrugate so the print finish was to an extremely high standard. This served the dual purpose of ensuring the unit was also highly robust, as it would need to withstand full pallets of boxed stock loaded onto it. The outer fluting was E flute, giving the board a sm....
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Objectives
Max Strong was launched in the market to attract the specific demographic of ‘beer lovers’. This target market was chosen based on research that 71% of drinks purchases are made with snacks. It was also extremely important for the product to attract business owners/managers, including publicans, in ....
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How it achieved objectives?
1. Creating an eyecatching campaign to attract the appropriate demographic The tall, impactful display had a full two-pallet footprint, with lots of strong punchy text fonts to instantly catch people’s attention as they entered the wholesaler. The unit was created from bold bulky shapes to mimic the....
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Entry Title Mentos Say Hello Pallet Wraps
Category 23. Wholesale
Company Name Impact Creative Partnership Limited
Client Company Name Perfetti Van Melle-PVM UK
Entry Number 23-004
Year Entered 2018
What was included?
A pallet wrap featuring visuals of Mentos Say Hello dragees A large piece of card at the rear of the pallet featuring visuals of Mentos Say Hello dragees
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Target Environment
Cash & Carry
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Materials
We were aware of the high quality of the materials used for our previous POS and we therefore adhered to recommendations for the POS items. In a Cash & Carry environment, the POS needed to be robust and visually effective in order to maintain its structural positioning in depot that will last throug....
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Objectives
Our objective was to produce visually impactful POS items that will stand out in depot and increase sales in Cash & Carry. The pallet wraps were designed to ensure that shoppers would easily understand what the new limited edition product offering that we are bringing to market is, by showing the va....
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How it achieved objectives?
The POS certainly delivered in terms of sales. We identified an uplift of +104% for the Mentos Fruit rolls and +110% (vs base rate of sale), contributing to overall sales of approximately £35,000 for September. Whilst the other roll varieties were not featured in the Say Hello limited edition campai....
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Entry Title Red Bull Sugar Free Activation
Category 23. Wholesale
Company Name Augustus Martin Limited
Client Company Name Red Bull Company Ltd
Entry Number 23-005
Year Entered 2018
What was included?
The focus of the campaign surrounded the 3D free standing Can display. This was a large can shape FSDU that was a flat pack unit, assembled within 5 minutes and fit in field sales force vehicles. The unit holds 10 cases of Red Bull so is also incredibly strong. The unit was supported by other POS to....
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Target Environment
The targeted retail environment was wholesale depots. in a crowded market place, producing a "Shop in Shop" around the Red Bull stock was desired objective. Impulse and price is a key factor in wholesale and the mini store takeover was hugely impactful and disruptive. The supporting POS that linked ....
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Materials
The Can display FSDU was a combination of Silver Mirriboard and Screen printing to create an appearance of the actual product. The outer sleeve was printed with bespoke screen washes to emulate the appearance of the can, with the bright silver really making the unit stand out from the crowd. The int....
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Objectives
With the impending Sugar tax, the Marketing objective was to re-promote the Sugar Free Brand extension of Red Bull. Targeting Depot and and wholesale buyers, Red Bull really wanted to create disruptive displays to target customers and encourage stocking Sugar Free Red Bull at a higher volume. Suppor....
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How it achieved objectives?
The wholesale and retail POS activity was part of our Q1 Sugar Free Campaign, which was supported with out of home advertising, targeted proximity media and digital adverts. The activity surrounded reinforcing the Sugar Free product extension and the final results were perfect for the retail environ....
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Entry Title Regatta - Product Wall
Category 23. Wholesale
Company Name Leach
Client Company Name Regatta Ltd
Entry Number 23-001
Year Entered 2018
What was included?
A bespoke 6.8m long x 2.5m tall x 65mm thin wall-mounted merchandising system (lightbox). The solution integrates eye-catching fabric graphics with ultra-bright LED illumination and slick magnetic acrylic shelving, for maximum impact.
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Target Environment
The flagship wholesale showroom of international outdoor leisure brand Regatta. This Manchester location welcomes existing and prospective retail customers, e.g. Go Outdoors. Of particular focus for this project, was the display of Regatta’s ever-changing footwear range.
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Materials
Regatta’s merchandise was previously showcased on a dark, permanent wooden wall. But this traditional, fixed 180sqft space struggled to do the brand’s hero products justice. A more modern, flexible solution was sought. As an experienced graphic display specialist for the retail industry, Leach the....
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Objectives
Regatta sought a visually striking merchandising solution for this flagship wholesale showroom. This is a regular destination for corporate customers, keen to be among the first to see which products could soon adorn their retail shelves. The display surroundings therefore needed to be as progressiv....
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How it achieved objectives?
Now installed, this bespoke solution (named Product Wall Lite) is purposefully designed to enable Regatta to change their graphics and products as frequently as they like, without any external input or specialist shop-fitting expertise. This means they can refresh their showroom campaigns in line wi....
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Entry Title Sensations Wholesale TukTuk WOW Display
Category 23. Wholesale
Company Name InContrast/STI Line
Client Company Name PepsiCo UK & Ireland
Entry Number 23-006
Year Entered 2018
What was included?
This WOW Display was created for the Wholesale market to achieve maximum stand-out in front of the check-out areas.
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Target Environment
For Wholesale
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Materials
The main body of the cab section and end panel were made from unprinted EB flute corrugated with a display-board cladding printed 4 col + varnish wrapping around the main structure to create the authentic curves synonymous with the India Tuk Tuk.The side panels that create the cover for the blue pal....
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Objectives
Sensations Brand Summary of 2017 Re-Launch Sensations was launched over 10 years ago as the original “posh crisp”, exploding Thai Sweet Chilli as a flavour in to the market place. We saw steady growth from the brand for a number of years, however it started to stagnate through lack of support. We re....
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How it achieved objectives?
The display was the most talked about snacks display in 2017 across the wholesale channel. It brought a true breakthrough in display innovation and had a huge amount of shopper interruption. The display was an important part of the wider campaign to bring the carnival, taste explosion and unmistable....
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Entry Title Volvic - Find your force
Category 23. Wholesale
Company Name HRG UK Limited
Client Company Name Danone Waters
Entry Number 23-007
Year Entered 2018
What was included?
Our entry is for the design and production of the Danone Volvic activation kit for wholesale depots. Consisting of depot display archways, bottle standees with POS kit holders, pallet skirts and aisle flags, the kit aimed to highlight an exciting Volvic partnership with blockbuster Star Wars: The La....
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Target Environment
Up and down the country we targeted wholesale depots, where symbol and independent store owners order/purchase new stock. This is the first touchpoint for the shopper activation therefore it’s important to make a good first impression. We were briefed to design and produce impactful point of sale di....
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Materials
We selected the materials and manufacturing processes to meet the temporary nature of the POS. As they are often installed in each depot by one person, they had to be lightweight, capable of folding down for easy portability and set up quickly and easily using just one pair of hands.
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Objectives
Branded water drinks is a highly competitive market with new product displays continuously emerging. With this in mind, we set out the following marketing objectives:- - Target symbol and independent stores owners with a creative POS with real impact to generate excitement and curiosity around the p....
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How it achieved objectives?
We used a number of tactics to meet our objectives; by designing POS with a strong visual presence and compelling call to action, as well as incorporating into the pack an engaging retailer incentive. - The limited edition design of the bottles encouraged consumers to ‘Find Their Force’ (just like t....
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Entry Title Weetabix Win A Van
Category 23. Wholesale
Company Name The Delta Group
Client Company Name The Weetabix Food Company
Entry Number 23-008
Year Entered 2018
What was included?
Hero Display. Totem, Pallet Wrap
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Target Environment
This unit was sited in Bestways, Batleys and Landmark – cash & carry
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Materials
· 600mic FBB · EB Flute · 2000mic Display Board · White S/A Vinyl · B Flute · E Flute
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Objectives
Q3 Objectives • Place a hero display in a cash and carry • Must be eye catching with a strong call to action – hero the yellow box, the car coming out of the box – the box is giving people the cars – call to action • Profile cash and carry shoppers • Give them desire of new van • Create store profil....
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How it achieved objectives?
Objective: Build a hero display for Cash and Carry stores/Depots Knowing that there is more space in a cash and carry, the creative team were able to ‘build’ a large display, which would be eye catching and not limited to only stock product Objective: Increase sales in convenience/independently owne....
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