STI Line convincing at POPAI Award in UK

“Brilliant results“ – and not just for laundry! The market introduction of New Ariel Stain Remover Gel was accompanied by a display from the designers at STI Line in Gillingham that resembles an oversized version of the product. A modular display for the Max Factor, Olay and Gillette brands won points with the POPAI jury for its efficiency and flexibility.

Displays in the oversize look of the product itself are always an attractive eye-catcher. “The bulbous gel bottle served as the model for the launch of Ariel Stain Remover”, explains Paul Clarke, Managing Director of STI Line. “The thin plastic jacketing mimics the look of the product perfectly and also makes the display both shock and water resistant at the same time – as well as more durable at the POS”.

In engineering the display, the product developers at STI Line had to harmonise a number of different requirements: Because each shelf would be filled with up to 18 kg of product each, the display had to achieve a tremendous degree of stability, yet still afford shoppers easy access to the product from two sides. The team’s success in meeting these challenges was rewarded by the POPAI nomination in the category of “Grocery & General Merchandise“.

Modular POS concept reduces costs for P&G brands

The modular POS concept for Max Factor, Olay and Gillette was nominated in the “Fragrance and Cosmetics” category. “Flexibility is key here, because displays are designed for different brands as well as use in different retail chains”, says Paul Clarke. The system is also flexible in terms of product presentation – the module elements offer numerous combination options, with shelves and top signs capable of being positioned variably.

The new concept does more than just save resources, it also saves on budget. It’s no surprise that the concept was then adapted for additional Procter & Gamble brands.

10 POPAI Awards for the STI Group in Europe

The run-up to the prize ceremony on 25 October 2011 will be an exciting time for the STI Line, as the POPAI jury hasn’t yet made its gold, silver and bronze selections for POS solutions yet. The innovation and creativity at STI Line, which joined the STI Group in 2010, were rewarded with eight POPAI awards in Germany, France and Poland, as well as numerous other packaging awards elsewhere.


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