Design of the Times Preview
The Path to Purchase Institute’s annual Design of the Times competition celebrates best-in-class shopper-facing marketing & merchandising, recognizing the crucial role retail activation plays in any successful shopper marketing initiative. On Oct. 7, the winners of the first-ever “all virtual” Design of the Times awards program will be announced. From the 26 finalists listed below, nine Platinum honorees and one Best of the Times winner will be selected. For more information, visit DOT-awards.com. Additionally, on the following pages we present a sampling of select entries from this year’s competition. Institute members can view case studies from all the entries on P2PI.org.
FINALISTS
Best Brand Building Program
- International Paper Retail Packaging and Display — Dr Pepper Sweet Rewards Beverage Center
- International Paper Retail Packaging and Display — 2018 Budweiser Prohibition Holiday Program
- WestRock — Gleem Pallet Display
Best Collaborative Program (Cross-Brand or Cross-Manufacturer)
- Eastwest Marketing Group/Pratt Industries — 2019 Nabisco Share Your Joy With Us Holiday Display
- Imageworks Display/Energizer Brands — Kroger Battery Center
- International Paper Retail Packaging and Display — Revlon Colorstay Full Pallet
Best Collaborative Program (Retailer-Manufacturer)
- Trans World Marketing — PING Fitting Cart
- WestRock — Coca-Cola Gingerbread Brand Wall
Best Merchandising Solution
- Menasha — Trident Vibes Launch Family
- Peachtree Packaging and Display — Black Box Coffin
- WestRock — Native Bathtub Endcap
Best New Product Introduction
- Design Phase Inc. — LG Meijer TV Wall
- Imageworks Display — Optimum Motion Sign
- International Paper Retail Packaging and Display — Walmart Hatchimals Pixies Drop-In Endcap
Best Sales-Driving Solution
- HMT Associates, Inc. — Baker's Deliciously Indulgent, Delightfully Simple Holiday Cooler
- International Paper Retail Packaging and Display — 2019 Hershey Halloween Archway
- Saatchi & Saatchi X/Spin Master — Walmart Monster Jam Launch Dump Bin
- Trans World Marketing — Dr. Scholl's Custom Fit Orthotics
Best Shopper Education Program
- Design Phase Inc. — LG ThinQ Interactive Floor and Counter Kiosks
- Trans World Marketing — Custom Golf Fitting Experience
Best Shopper Experience Program
- Design Phase Inc. — LG Best Buy NanoCell/Soundbar Endcap
- Great Northern Instore — Mattel-Fisher Price Rescue Hero Photo Op Walmart Pallet
- WestRock — Coke 4x4 Iconic Endcap
Best Shopping Solution
- Great Northern Instore — Kroger Back to Campus Pallet
- Great Northern Instore — Kellogg's 2x4 Grab-and-Go Display
- WestRock/Colgate-Palmolive — Colgate Target Optic White Advanced Endcap
Path to Purchase Institute members can view a gallery of all the 2020 Design of the Times entrants at P2PI.org.
OTHER ENTRIES
Chips Ahoy! ‘Gears 5’ Display
Client: Mondelez International
Product(s) Promoted: Chips Ahoy!
Distribution: Supermarket/Grocery Stores
Award Category: Best Collaborative Program (Cross-Brand or Cross-Manufacturer)
Activation Partner: Eastwest Marketing Group
Note: The co-branded display leveraged the hugely impactful Xbox and “Gears 5” assets to align the Chip Ahoy! brand with target gamers. Using one of the main characters from the game, the display provided immediate stopping power. These gamers were further incentivized by packaging that contained codes redeemable for exclusive in-game content.
LG Sam’s Club 55” OLED Display
Client: LG Electronics USA
Product(s) Promoted: OLED Display
Distribution: Club/Warehouse
Award Category: Best Brand Building Program
Activation Partner: Outform
Note: The display was developed to capture attention in a crowded retail environment and stand out from the competition. From there, messaging and creative were crafted to position LG OLED as a premium brand and premium television, and clearly, succinctly message OLED features in a small space.
Garmin Force Trolling Motor Display
Client: Garmin
Product(s) Promoted: Force Trolling Motor
Distribution: Sporting Goods and Marine Retailers
Award Category: Best New Product Introduction
Activation Partner: Meyers
Note: The display’s shape and two-sided messaging help consumers understand the features and benefits of this new product. In-store interviews with sporting and marine retailer personnel during the engineering phase helped create streamlined assembly procedures.
Kinetic Sand Walmart Endcap Display
Client: Spin Master Ltd.
Product(s) Promoted: Kinetic Sand Box Sets and 2-pound bags
Distribution: Walmart
Award Category: Best Shopper Education Program
Activation Partner: Saatchi & Saatchi X
Note: The client needed a display that would showcase multiple Kinetic Sand products while also providing shoppers the crucial brand/product education they needed. It also needed a display that could accommodate the weight of these heavier sand-based products.
‘Bumblebee’ Pallet Display
Client: Universal Studios
Product(s) Promoted: Licensed Products
Distribution: Mass Merchants
Award Category: Best Merchandising Solution
Activation Partner: Bay Cities Packaging
& Design
Note: The displays built excitement and awareness around the theatrical release of the “Bumblebee” movie while also increasing toys and merchandise sales. Driving engagement and increasing foot traffic, the character display invited shoppers to take photos and share on social media with relevant hashtags.
Mountain Dew ‘DewNITED 180’ Floorstand
Client: PepsiCo
Product(s) Promoted: 20-ounce PET Collectible Bottles (with specific state graphics) of Mountain Dew
Distribution: Supermarkets/Grocery Stores
Award Category: Best Shopping Solution
Activation Partner: Great Northern Instore
Note: The main challenge was to develop a structure that would accommodate all of the state SKUs while not sacrificing shoppability and product visibility. The imagery and the $100 offer immediately connected and resonated with shoppers.
Aspercreme Essential Oils Scented Puffer Display
Client: Sanofi
Product(s) Promoted: Aspercreme Essential Oils, Icy Hot Lidocaine Patch & Dry Spray
Distribution: CVS Pharmacy
Award Category: Best Shopper Experience Program
Activation Partner: In-house
Note: Sanofi’s sales and marketing teams worked with with News America Marketing in a collaborative effort. Shoppers were able to smell the product right from the display puffer.
Game of Thrones Cosmetic Display
Client: L’Oreal
Product(s) Promoted: Urban Decay Game of Thrones Cosmetics
Distribution: Ulta nationwide
Award Category: Best Merchandising Solution
Activation Partner: Quad
Note: The client sought a display that would encourage shoppers and cosmetics enthusiasts to create various looks. The structural design team created a prototype based off the client’s concept. The units were hand-assembled, packed, kitted and distributed to seven different retailers.
Pfizer Emergen-C 7-Eleven Floorstand
Client: Pfizer
Product(s) Promoted: Emergen-C Everyday Immune Support Powder and Nutrient Shots
Distribution: Convenience Stores
Award Category: Best Shopping Solution
Activation Partner: WestRock
Note: The unique floorstand replicated the bottle shape of the Emergen-C Shots product. The display was designed to be both appealing to the eye as well as cost-effective.
Reign Floorstand
Client: Reign/Williams Lea Tag
Product(s) Promoted: Reign Total Body Fuel Energy Drink
Distribution: Supermarkets/Grocery Stores
Award Category: Best New Product Introduction
Activation Partner: Menasha
Note: The eye-catching display, created for the launch of Monster’s Reign Total Body Fuel energy drink, emphasized the product’s logo. The display manufacturer ensured simple assembly while coming in under budget.
LG Electronics Gram Pallet
Client: LG Electronics
Product(s) Promoted: LG Gram Laptop Computer
Distribution: Costco
Award Category: Best Sales-Driving Solution
Activation Partner: DS Smith
Note: LG Electronics wanted a creative, eye-catching pallet display that would capture shopper attention for the launch of its Gram Laptop. With its mass area of graphic information and the working demo laptop prominently displayed on the top surface, this display commanded attention in a highly competitive area.
GSK Walmart ‘Oral Health Condition’ Endcap
Client: GSK
Product(s) Promoted: Sensodyne, Pronamel & Parodontax Specialty Toothpastes
Distribution: Walmart
Award Category: Best Collaborative Program (Retailer-Manufacturer)
Activation Partner: Packaging Corporation of America
Note: This sales-driving solution delivered on Walmart’s health and wellness strategy of bringing access and education to shoppers, helped shoppers select the right specialty toothpaste for their condition/need, and achieved category growth and profit by trading them up to more profitable brands.