Brief E: Lynx- the GOAT Front of Store Display

Deadline for nominations: 23:59 BST on Friday 12 April 2024

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

Lynx are excited to launch their Lynx GOAT fragrance - a celebration of 20 years in the market. Read more 

This is initially launching in Asda then will then roll out to Tesco and Morrisons stores later on.

This display needs to promote and drive sales of Lynx GOAT fragrance. It should be visually very striking and incorporate significant stock holding. You may explore the possibility of interaction (lights/sound/movement) with consumers through visual format and graphics. The display will be sited in the foyers of large grocery retailers and will be immediately visible as shoppers enter.

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.

• Please note that due to UK restrictions on compressed gas, Lynx deodorant cans must be displayed in their original packaging trays and CANNOT BE DECANTED though film/shrink wrap will be removed. Each tray measures 107mm x 160mm x 212mm (Width x Depth x Height). 

• 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.

• 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 

About the Entry 

Judging Criteria

 What the judges are looking for:

• Originality and aesthetic qualities of the design, with consideration to commercial viability.

• How the pack delivers the benefits to consumers and that the functionality has been considered as much as the branding.

• The quality of portfolio, which must include evidence of research and the development of the design.

• Designs which demonstrate awareness of environmental issues, through economic use of the material and recyclability.

• Please also check out our past winners to see the standard of work required for winning entries.

Prize

The winning design will receive a £250 Amazon Voucher and a week's work experience* at Smurfit Kappa Display UK, courtesy of the sponsors.

Trophies will be presented to Gold, Silver and Bronze entries.

Highly Commended entries will receive a certificate.

*Work experience on site subject to agreement and dependent on Government Covid-19 workplace guidelines in place at time of organisation.

Brief E Judges

Senior Account Manager, Smurfit Kappa, Display UK

Louise Everett

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Senior Account Manager, Smurfit Kappa, Display UK

Louise Everett

Louise Everett is a temporary 3D POS display specialist with 10 years experience working with major blue chip FMCG brands across the UK and Europe. She works with businesses to help them build their brand presence in store with innovative, impactful and cost effective display solutions. Louise has a proven track record in delivering complex campaigns with expertise in both prefilled and flat-packed displays as well as display harmonisation.

LinkedIn:

louiseeverett

Creative Design & Technical Manager, Smurfit Kappa

Jez Jacobs

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Creative Design & Technical Manager, Smurfit Kappa

Jez Jacobs

Areas of Expertise:

• Point-of-Sale Creative Innovation
• Display Visualisation
• Structural Design
• Creative Art-working
• Shopper insights

 

Useful Links

Register for Smurfit Kappa Pop Watch – via our website