Nominations will open in September
Grocery retail is a very busy environment with brands competing to attract shopper’s attention as they enter and navigate around the store. Research shows that shoppers make the majority of their purchasing decisions in store, which makes POS displays a key element of the marketing mix.
Brands need to attract consumers and market products successfully by using POS displays that grab the attention of shoppers and differentiate from the competition, as well as being functional and easy to assemble.
The Brief
Old El Paso are launching a new product – Old El Paso Pocket Kits. For a 'No Mess' solution for Mexican dinner evenings with the family. A new addition to their ‘Make some noise for Fajita Friday’ campaign. Old El Paso launches ‘mess-free’ Tortilla Pockets (talkingretail.com)
This display needs to promote and drive sales of Old El Paso Pocket Kits. It should be visually very striking and incorporate significant stock holding – Pocket kits should be the primary product as it is a launch, but consider featuring some other Old Paso products as well, so that the customer can purchase everything they need to host the perfect Fajita Friday.
The display will be sited in the foyers of large gocery retailers and will be immediately visible as shoppers enter the store.
The dimensions of overall display MUST BE: 2000mm (left to right) x 1000mm (front to back) x 2300mm (height). Total product weight will be under 500Kg and the display will be loaded in store. Ensure you maximise use of this footprint as the customer will be being charged a premium for this retailer floorspace.
The Smokey BBQ Tortilla Pocket 380G pocket kit packs are 190mm left – right x 61mm deep x 230mm top – bottom and will be fully decanted, no trays.
Points to consider
- Please note that the main focus of this brief is to develop an innovative and creative structural concept. Submit no more than four presentation boards in support of your entry. Use market research imagery and sketches to demonstrate the thinking process behind your design.
- Visit stores and look at how similar products are displayed and shopped. Register for Smurfit Kappa Pop Watch – via our website
- Consider the practicalities of your designs’ stability and use of glue and tabs or even plastic rivets to assist assembly. Be aware of accessibility of product to the average consumer as well as ease of replenishment by store staff.
- Focus on the brand – Old El Paso has a very distinct brand identity. Feel free to explore new ways to celebrate the branding but keep in mind the core look and feel.
- Consider the quality and impact of your colour model in relation to: graphical impact, display shape (you may use layered or 3D elements, you can exceed the footprint marginally to add theatre), use of lights/sound/motion if appropriate to your idea.
- Store staff or merchandising teams will be assembling your design. Think about how it will be built in store. What parts could be pre-assembled whilst keeping the pack at a manageable size?
- You may want to consider add on pieces to the display such as arch ways, standees and consider how to use the space to create a standout piece of instore theatre.
Materials to be used
Corrugated cardboard comes in different shapes, sizes, thickness, fluting and board grades. Some consideration as to how this will influence your design would be a benefit within your boards. We would recommend you designing for EB Flute which is 5mm thick. Consider tolerances for parts of your display that interact. Is the part printed? Does it have a gloss or matt finish?
Entry Guidelines
Submission details
The dimensions of overall display MUST BE: 2000mm (left to right) x 1000mm (front to back) x 2300mm (height). Total product weight will be under 500Kg and the display will be loaded in store. Ensure you maximise use of this footprint as the customer will be being charged a premium for this retailer floorspace.
Entries must include uploads of the developments boards and photographic evidence of the final model
The 4 A3 development boards uploaded as a single PDF document should include the following:
- Research board
- Design exploration board
- Net of recommended design solution.
The photographic evidence should be uploaded as a single PDF document and should:
- Showcase the front, back and sides of the model
- Be shot against a white background and in focus. These images will be used in the Starpack Competition book and potentially for additional promotion
- A maximum of 4 images should be uploaded
- For students who are unable to supply a final model, 3D renderings and drawings are accepted.
Dates & Conditions
- The project names submitted at the time of entry will be printed as typed, if there are any errors and certificates/trophies need replacing, then the entrant will be liable for these costs.
- If you are not able to attend the ceremony in person or the ceremony becomes virtual, certificates and trophies will be sent by post to the entrants to the mailing address listed in the entry in late June 2025.
- Please make sure you have access to the mailing address past term times. If you are unsure, please enter your home address.
- IOM3 is unable to issue replacements for certificates/trophies sent to wrong addresses.
About the Entry
Prize
£250 Amazon voucher and a week's work experience at Smurfit Westrock
IOM3 presents trophies to Gold, Silver and Bronze and certificates to Highly Commended entries.
Brief D Judges
Judging Criteria
About Smurfit Westrock
Smurfit Westrock, a global leader in sustainable paper and packaging, operates in 40 countries with over 500 packaging converting operations and 62 paper mills. We offer an unparalleled portfolio of innovative packaging solutions, ranging from corrugated and consumer packaging to Bag-in-Box® packaging and point-of-sale displays. With the circular economy at the core of our business, we use renewable, recyclable and recycled materials to create sustainable packaging solutions.
As a trusted partner to companies across the world, Smurfit Westrock is dedicated to creating efficient and scalable paper and packaging solutions to help solve complex packaging challenges. We are committed to delivering meaningful value for shareholders, customers, employees and the communities where we operate.