2020 Design of the Times Other Finalists - Summaries

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2020 Design of the Times Other Finalists - Summaries

By Path to Purchase Institute Staff - 11/02/2020

The Dr. Scholl’s Custom Orthotics interactive kiosk won the Best of the Times award in the Path to Purchase Institute's 2020 Design of the Times competition. The Dr. Scholl's kiosk from Trans World Marketing was the winner in the "Best Sales-Driving Solution" category. 

There were eight other winners in this year's competition. 

Below, we showcase 17 additional finalists.

Gleem Pallet Display

Award Category: Best Brand Building Program

Producer: WestRock

Client: Procter & Gamble

Retail Channel: Supermarket/Grocery Stores

Note: The objective was to create a premium-styled pallet display for the launch of the Gleem electronic toothbrush in Walmart stores. The brand is a rejuvenation of the iconic Gleem toothpaste that was originally launched in 1952. Its identity communicates minimalist, premium style at an affordable price. The goal of the display was to communicate this message through the design and attract the style-conscious, yet price-sensitive oral care shopper. The design is a departure from the typical Action Alley pallet display, which is loaded with product. This design takes advantage of the premium location in the store, utilizing the space for brand messaging with sleek, oversized product imagery.

2019 Nabisco Share Your Joy with Us Holiday Display

Award Category: Best Collaborative Program (Cross-Brand or Cross-Manufacturer)

Producers: Eastwest Marketing Group and Pratt Industries

Client: Mondelez International

Retail Channel: Supermarket/Grocery Stores

Note: To drive holiday sales, Nabisco wanted to target shoppers who watch Netflix and love to entertain at home. With more than 85% of consumers agreeing that family life is most important to them, and with three out of four saying they like to spend most of their time at home with family, a tie-in with the Netflix holiday film “Klaus” was an ideal hook. Nabisco and Netflix teamed up to celebrate screen time snacking with the release of the Netflix original holiday movie “Klaus.” P-O-P materials were designed to drive stopping power during holiday shopping trips by bringing scenes from the film in-store, highlighting the primary characters as life-sized standees and accompanying village houses and bridge drawn in the same unique style as depicted in the film. Custom packaging with Klaus graphics connected the product directly to the partnership.

Baker’s ‘Deliciously Indulgent, Delightfully Simple’ Holiday Cooler

Award Category: Best Sales-Driving Solution

Producer: HMT Associates

Client: Kraft Heinz

Retail Channel: Supermarket/Grocery Stores

Note: The objective for this one-stop solution center was to maintain sales momentum for Baker’s no bake cookie ball kits and sister brand Philadelphia cream cheese during the key holiday timeframe. To do that, it also had to resonate with Millennial shoppers and drive basket increases for Meijer. Millennials enjoy holiday baking but have less confidence in their skills than Gen X-ers or Boomers, so the endcap needed to inspire them and give them the confidence to elevate their holiday desserts. To drive sales with the target, this customized 70%-refrigerated endcap provided simple instructions and easy-to-find ingredients. The dark wood background stood out against the stark white Meijer aisles.

2018 Budweiser Prohibition Holiday Program

Award Category: Best Brand Building Program

Producer: International Paper Retail Packaging and Display

Client: AB InBev

Retail Channel: Supermarket/Grocery Stores

Note: This campaign sought to leverage the strong feelings of nostalgia generated by the iconic Budweiser Clydesdale horses and the imposing figure of the iconic stables they’re kept in. The objective was to take two recognizable and proven marketing tools and create a display that is more awesome than the sum of its parts. Anheuser-Busch earned a higher commitment rate from wholesalers and retailers for placement in-store compared to holiday programs over the previous several years. There was an overwhelming positive feel for this project within the brand marketing teams, who were able to deliver an impactful “wow” display that captured shopper interest while satisfying retailer demands for a dynamic, yet cost-effective holiday display.

Kroger Battery Center

Award Category: Best Collaborative Program (Cross-Brand or Cross-Manufacturer)

Producer: ImageWorks Display

Client: Energizer Brands

Retail Channel: Supermarket/Grocery Stores

Note: The objective was to disrupt and convert battery shoppers at Kroger with an impactful endcap; to simplify the display to enable customers to easily shop the entire category without getting lost on different sides of the fixture; to leverage batteries as a signpost for the general merchandise category to increase traffic through those aisles; to work within the same footprint as the existing display but better utilize and maximize the space (without expanding the size); and to incorporate features to hold product from multiple brands and build in flexibility for future changes. Multiple prototypes were developed to determine which one would best inspire shoppers. The designs were tested in virtual and live store situations.

Native Bathtub Endcap

Award Category: Best Merchandising Solution

Producer: WestRock

Client: Procter & Gamble

Retail Channel: Mass Merchants

Note: Building on the earlier successful retail launch of its deodorant line, Native introduced body wash products at Walmart stores through this featured endcap. The objective was to create a strong visual display to connect to the brand and highlight the new offering. The vehicle also needed to feature the brand’s popular deodorants to build upon that earlier success. The structure and graphic design created the environment of a modern vanity/bathroom to showcase the new product. Future promotional needs were considered through the design, which provided adjustable product shelves to allow for various product sizes that Native might bring to market later. The display commands attention for the brand with its messaging and clean, modern look and feel.

Black Box Coffin

Award Category: Best Merchandising Solution

Producer: Peachtree Packaging and Display

Client: Constellation Brands

Retail Channel: Specialty

Note: The goal was to create a unique, attention-getting display that increased awareness and drove sales. The brand’s name fit perfectly with the theme of this display, a big black, red-velvet lined coffin that in turn fit perfectly with the holiday season for which it was produced. Those perfect fits made it a no-brainer for retailers to justify the additional floor space required. The program nearly doubled its placement to 1,500 stores in year two. The design was simple and allowed for ease of use and re-stocking. The display was engineered as an all-corrugated solution, at a much lower cost than wood. It is designed as a single piece, which does not require assembly. It could also be made into a modular solution and ship in two smaller boxes.

LG Meijer TV Wall

Award Category: Best New Product Introduction

Producer: Design Phase

Client: LG Electronics

Retail Channel: Mass Merchants

Note: For a new eight-foot in-line display for LG NanoCell and UHD TVs at Meijer, LG needed a modular design to fit existing gondolas that would to be easy to install and accommodate future product changeouts. The ultimate structure allowed for different configurations and changeable graphics that would educate shoppers about product features. The display commanded attention from 30 feet with an illuminated logo and three TVs playing videos; from 10 feet to begin delivering the in-home experience; and from up close to learn about the products’ unique features. Product sales were 29% higher in Meijer locations that carried the display. The retailer was also pleased with the display’s ability to help shoppers make informed decisions about which LG product best fits their lifestyle.

Optimum Motion Sign

Award Category: Best New Product Introduction

Producer: ImageWorks Display

Client: Duracell

Retail Channel: Club/Warehouse

Note: Duracell needed an attention-getting sign to help launch one of the biggest innovations to hit the battery category in years. Consumer research found that a significant pain point when it comes to product usage is the dreaded “battery drawer,” where everything gets lost. The solution was new Optimum packaging that can double as a storage tray to keep things orderly in the home. Affixed atop battery pallets in the club store environment, this motion sign could be easily seen from across the store and quickly explained the benefits of the new packaging. Shoppers were able to clearly find the batteries and could instantly understand the features of the pull-out tray. The program had a high degree of compliance due to the ease of setup and comprehensive instructions. The launch program exceeded the brand’s expectations.

Mattel-Fisher Price Rescue Hero Walmart Pallet

Award Category: Best Shopper Experience Program

Producer: Great Northern Instore

Client: Mattel

Retail Channel: Mass Merchants

Note: The objective was to develop a temporary, full-pallet activation to promote the sale of Fisher-Price Rescue Hero fire trucks and action figures at Walmart. The impressively scaled pallet display replicated the fire engine toy it promoted and not only merchandised the product but, at the request of retail partner Walmart, also provided a fun photo opportunity for kids. The design did that efficiently without adding much size to the overall footprint. While the interactive element delivered social media engagement for the brand, the overall display drove healthy brand awareness and product sales in stores.

3M Kroger Back to Campus Pallet

Award Category: Best Shopping Solution

Producer: Great Northern Instore

Client: 3M

Retail Channel: Supermarket/Grocery Stores

Note: The grocery channel is a natural place to capture the seasonal back to-school attention of busy moms as well as college students shopping for their dorm rooms. 3M wanted to inspire Kroger shoppers with a quick, smart and comprehensive selling solution that merchandised the full array of 3M products to create an easy and pleasant shopping experience. The company was challenged with giving Kroger a display that provided a “wow” factor and was unlike anything seen at other retailers while telling a story that would increase basket size. The creative team was tasked with designing a full pallet structure offering the back-to-campus shopper a one-stop shop for finding essentials.

Monster Jam Launch Walmart Dump Bin

Award Category: Best Sales-Driving Solution

Producer: Saatchi & Saatchi X

Client: Spin Master

Retail Channel: Mass Merchants

Note: Having recently acquired the official Monster Jam Monster Truck toy license, Spin Master needed to smash into the marketplace with its new brand and position Walmart as the retailer from which to buy them. The display needed to break through the general clutter of the toy category but also differentiate the toys from competitors whose products closely resemble this new line. To accomplish these objectives, this high-end dump bin not only brought the spirit of the Monster Jam brand to stores but also provided the holding capacity needed to put plenty of product on the floor and ensure a successful launch. The high-impact design helped secure 1,600 Walmart stores for the initial run.

Kellogg’s 2x4 Grab-and-Go Display

Award Category: Best Shopping Solution

Producer: Great Northern Instore

Client: Kellogg Co.

Retail Channel: Mass Merchants

Note: Kellogg wanted a half-pallet walk-around unit to hold popular grab-and-go items purchased for immediate consumption that could be positioned near checkout lanes in supermarkets. The display solution needed to be versatile, durable, highly shoppable and easy to restock with a changing variety of items. It needed to entice shoppers with impulse offers that helped increase sales of the single-serve pack sizes of Kellogg’s’ most popular items. It also needed to be strong enough to stand up to the rough-and-tumble supermarket checkout environment while also versatile enough to enable updating as product assortments and messaging changed. The display commanded immediate attention with bold graphics printed on the sides of the gravity-fed dump-bin portion.

LG Best Buy NanoCell/Soundbar Endcap

Award Category: Best Shopper Experience Program

Producer: Design Phase

Client: LG Electronics

Retail Channel: Consumer Electronics Stores

Note: The display for Best Buy needed to showcase LG’s new NanoCell 65” TV and SL6Y soundbar, and also educate the shopper on their features and benefits. The idea was to sell soundbars and TVs as a package, so shoppers needed the ability to compare the TV’s own sound with that delivered by the soundbar by activating a push button. The goal was to attract shoppers from 30 feet, draw them in at 10 feet, and engage them at two feet. The display utilized an existing gondola to save cost and was easy to set up. The new endcap secured premium space for LG for a three-year period. Soon after the display was installed, Best Buy and LG began seeing a sales lift. The ability to interact with the TV and understand its quality firsthand has made for a winning experience that is only available in stores.

Coca-Cola Gingerbread Brand Wall

Award Category: Best Collaborative Program (Retailer-Manufacturer)

Producer: WestRock

Client: Coca-Cola

Retail Channel: Supermarket/Grocery Stores

Note: Part of Coca-Cola’s holiday campaign, this display was designed to look like a classic gingerbread house and evoke the spirit of the holidays to capture the attention of shoppers. The pallets of product behind the printed corrugate were shoppable and flexible in quantity, to accommodate each retailer’s needs and square footage. The Santa image is Coca-Cola’s classic design, standing above the display and drawing attention to the brand. Sales exceeded expectations, but the display also helped retailers present a seasonal atmosphere in their stores.

Custom Golf Fitting Experience

Award Category: Best Shopper Education Program

Producer: Trans World Marketing

Client: Dick’s Sporting Goods/Golf Galaxy

Retail Channel: Specialty

Note: The primary objective of this program was to create a consistent fitting experience across the entire Golf Galaxy chain. This experience would need to address the needs of the golfer/shopper and the fitter/associate while also providing differentiation to each of the six major brands represented on the display. In addition, the solution required the ability to refresh the product assortment and graphics to keep up with multiple product launches each year. Combining industry expertise in shopper experiences and retail operations with site visits, shopalongs and store observations informed the development of “key performance factors” that were agreed upon with the client and referenced throughout the process. The display is helping to drive sales while improving store efficiency.

2019 Hershey Halloween Archway

Award Category: Best Sales-Driving Solution

Producer: International Paper Retail Packaging and Display

Client: Hershey Co.

Retail Channel: Mass Merchants

Note: Developed using feedback from Hershey’s “Helping Hands” program, in which suppliers accompany retail representatives into stores to understand the challenges they face, this archway improved on a previous unit by offering greater modular flexibility. The structure was sturdy enough to withstand the hectic Halloween shopping season and maintain a premium look for three months. Graphics featured Hershey brand products along with licensed characters from “The Addams Family” franchise. Widespread placement helped drive a 9% increase in sales of chocolate assortments during the Halloween season while strengthening brand awareness and helping retailers deliver seasonal excitement.