At HRG we’re delighted to have won a Silver POPAI Award for a shelf display in Boots promoting Day & Night Nurse remedies.
The POPAI Awards celebrate creativity, innovation and excellence in-store and throughout the shopper experience so winning an award is a great achievement.
Judges singled out the display commenting the “well designed unit wins space in the category and achieves visibility for the product beyond the pharmacy counter.” They also praised it for providing “good product education” and how it has “achieved good sales uplift on full price products.”
Delivering a display with added power
The product tray was sited in the healthcare area of 799 top Boots stores. Therefore, the brief laid down the critical challenge of single-handedly promoting awareness of these premium-level Day & Night Nurse remedy products and driving customers to go on to buy them behind the pharmacy counter.
Using informative product education, we set out to design a display that would help shoppers to understand the difference between the five products within the Nurses range, pick the right product to treat their symptoms and decide to upgrade to this premium range.
In terms of design, we needed to catch the eye of the shopper when standing at the front of a busy fixture. Utilising the bold looking mug and punch visuals in the brand’s toolkit, we had a strong focal-point that would create a feeling of ‘power’ behind the remedies. After all, we wanted the shopper to understand that whether it be aches and pains, a dry cough or a runny nose, with its Pharmacy strength and 24-hour relief, the Nurses range is made of tough stuff.
To ensure the ‘Unbeatable strength for 24 hour cold and flu relief’ was the right claim to use, and one that really communicated the message to the shopper, GSK completed a quantitative study. They found this was the top-ranking claim – coming out twice as strong as the claim we used in the previous year.
The display also used dummy cards as a reminder for shoppers to purchase their Nurses cold and flu remedy. Creating a big presence in-store, and aligning for the first time with ATL communication, the display was a case in point of how to keep a brand front of mind.
At HRG we take a unique strategic approach to creative retail marketing. We can help raise your brand profile, increase sales and who knows your campaign could even pick up an award. To find out more, contact us or subscribe to our email newsletter.