An unusual shopping experience you don’t often get to experience. The Christmas display for Plzeňský Prazdroj, however, did just that thanks to a unique combination of the Pilsner Urquell tradition and unusual technology. It can be seen in stores in the Czech Republic and Slovakia.

Creating a Christmas POS medium for a client whose product is already intrinsically linked to the Christmas holidays is a great challenge and an honour at the same time. Pilsner Urquell belongs on the festive table as much as fried carp and potato salad (in the Czech Republic). That is why the display on the sales floor must above all bring shoppers joy and an extraordinary experience.

For the client, we realized a set containing a one-tray, a four-tray and, above all, an unmissable shop-in-shop. The whole concept is based on the design of the product Christmas multipack, which in traditional dark green represents real buildings from snowy Pilsen. This is where we set the festive realisation with the most dominant element of the Jubilee (brewery) Gate.

“The Christmas display uses iconic elements for Pilsner Urquell. At the same time, we wanted to take shoppers out of their stereotypes during shopping by moving snow inside the “snow technology”, which is the dominant element of the shop-in-shop,” says Jakub Suda, Junior Activation Manager (Plzeňský Prazdroj).

The functioning of the “snow technology” blower is based on the technology of an internal blower that accelerates the air flow. This then blows snow in the form of polystyrene balls. “Pilsner Urquell tries to bring the touch of Christmas directly to the sales area to underline the festive atmosphere, and at the same time to remind buyers. The festive season has a unique charm for consumers who see it as an opportunity to treat themselves and their loved ones to premium Pilsner Urquell products. For this reason, we want to show the premiumness of the product also on the actual display on the sales floor,” adds Zuzana Gajová, Activation Specialist (Plzeňský Prazdroj Slovensko).

Success in POPAI Awards 2023

With the Christmas shop-in-shop Pilsner Urquell we succeeded in the POPAI Awards 2023, where we won bronze in the category Other /prototypes, samples/.

“Plzeňský Prazdroj is one of those who raise the bar higher and higher with each successive display. Especially when it comes to their flagship brand Pilsner Urquell. The final form depends on the level of courage of the client and we are glad that we could be brave a lot here. It is a demonstration of unique technology that gave the Christmas display a kind of hallmark of visionary,” says Ľuboš Plačko, Project Manager at DAGO.

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