Coke & Meal: taste as part of an everyday ritual

The Coca-Cola Zero Zero shop-in-shop was designed as a striking yet naturally integrated stop along the shopping route. The launch of the new product – a sugar-free and caffeine-free variant – was connected with the long-term Coke & Meal platform, built on a simple principle: food and Coca-Cola belong together. The primary communication line works with the motif of a shared dinner, a moment when people indulge and spend time together at the table. At the same time, however, the concept goes beyond a single daily occasion. Coke & Meal consistently reminds shoppers that the right beverage can complement lunch, a quick snack, or a weekend takeaway. The shop-in-shop does not confine the brand to one specific moment, but presents it as a natural part of various dining situations throughout the day.

The spatial design reflects this approach. A dominant black-and-gold aesthetic combined with lighting elements creates an atmosphere that evokes dining, yet remains sufficiently universal. Customers do not just see displayed packaging – they receive a visual cue suggesting how the product can fit into their own routine. Clarity and clear separation of product variants are also essential. The new Zero Zero variant is easily identifiable, while remaining firmly anchored within the brand family. The display thus supports trial of the new product without disrupting orientation within the category.

Mixability: when love is served in a glass

The second February execution worked even more strongly with emotion. The Valentine’s shop-in-shop Mixability connected the Kinley brand with an alcohol portfolio under the Perfect Mix concept. The foundation is simple: the right combination creates the perfect experience. A visually striking installation featuring an arch element, lighting effects, and a couple’s silhouette transports customers into a shared moment. The pink and red color palette clearly communicates the seasonal occasion and instantly differentiates the display from a regular shelf.

From a shopping behavior perspective, the cross-category approach is essential. Placing mixers and alcohol together in one location simplifies decision-making and supports a higher basket value. The presentation eliminates the need to search for suitable combinations across different aisles and instead offers a ready-made solution. The shop-in-shop therefore functions as both an educational and inspirational element.

Two strategies, one goal

Both executions demonstrate how powerful the shop-in-shop format can be when firmly anchored in the shopping moment. Coca-Cola Zero Zero works with everyday routine and rational choice, while Mixability builds on seasonal emotion and impulse. In both cases, however, the same principle applies: the display creates context. And today, context is decisive in retail. In an environment saturated with visual stimuli, it is not enough to simply be seen. It is necessary to offer a scenario, simplify decision-making, and connect the brand with a specific situation.

As a strong brand symbol, Felix works on the principle of instant recognizability and positive emotion. He is playful, curious, and a little cheeky – exactly the kind of personality cat owners know well from their everyday lives. The execution brings this character directly into the retail space, creating a situation in which customers can easily identify not only with the brand, but also with the needs of their pet. The visual solution is built on dynamics, movement, and layering. Bold figurative elements, light accents, and 3D details naturally slow shoppers down and invite them closer. It is not a passive shelf, but a stage that encourages exploration – customers feel compelled to walk around the display, examine it, and spend more time with it. And extended contact time is one of the key factors that increases the likelihood of purchase.

From a shopper marketing perspective, clarity also plays an important role. Despite its playful and bold form, the product range remains clearly structured and easy to navigate. Creativity does not distract from the product; on the contrary, it enhances it – the display helps customers quickly find their way while giving them the feeling that they are choosing “something extra,” not just ordinary pet food from a shelf. Functionality is equally important. The layout enables a clear presentation of the product portfolio while supporting intuitive navigation within the offer. The creative form does not compromise practicality; rather, it reinforces it – fully in line with the brand philosophy built on quality nutrition, taste, and the joy of everyday feeding.

The result is a shop-in-shop concept that works as an emotional bridge between the brand and the customer. Here, Felix is not just an illustration on the packaging, but a lively guide in the purchase decision process. The display encourages impulse purchases, strengthens the relationship with the brand, and reinforces the long-term perception of the brand as a category leader. The execution transforms the ordinary cat food category into a positive, playful, and memorable experience – exactly the kind modern in-store communication needs.

Among the most prominent realizations was the Monster & McLaren shop-in-shop, which won 1st place in the Non-Alcoholic Beverages category. The attractive installation, set in the world of motorsport, impressed not only visually but also with its ability to instantly draw consumers into the brand’s universe.

The half-pallet display Sensodyne Clinical White also achieved significant success, receiving two awards – 1st place in the Health Care category and the prestigious Creativity Award. The jury appreciated the clean, premium design, the iconic dentist’s smile, and the unconventional 3D element – a realistically squeezed toothpaste forming a bold number “2,” serving as a strong communication element in the lower part of the stand. This impressive symbolism closely connects the product with the benefit message and significantly enhances the memorability of the display.

DAGO also had a strong presence in the field of sustainable solutions. The Bohém pallet display earned 1st place in the Ecological Concepts category thanks to its environmentally conscious approach. The fully cardboard structure, ecological printing, and absence of plastic components showed that environmentally friendly materials are not a limitation for design, but can actually be a natural part of it.

Additional awards for DAGO at the POPAI Awards 2025:

• 2nd place – PURINA GOURMET Shop-in-shop (Ecological Concepts)
• 2nd place – Creative LEGO Palette – Botanicals (Toys)
• 2nd place – Coca-Cola Shop-in-Shop – Mixability (Non-Alcoholic Beverages)
• 2nd place – Glade Mini Shop-in-Shop – Refreshing Air (Household Care)
• 2nd place – Philips Sonicare Counter Display (Light Communication)
• 3rd place – Mila Shop-in-shop (Food)
• 3rd place – Pilsner Urquell Xmas Shop-in-shop (Alcoholic Beverages)

“The awards we received are a huge encouragement for us and a confirmation that attention to detail, innovation, and responsibility truly matters. We don’t take this for granted – behind every project stands the great effort of our teams and excellent collaboration with our clients, whom we thank for their trust. We value every award and at the same time recognize that each realization moves not only the brands forward, but also ourselves,” says Marek Končitík, Managing Director of DAGO.

When creating the design, the intention was to highlight the premium character of the products. The design uses iconic elements of both brands—the contrasting black-and-gold color scheme of Jack Daniel’s and the distinctive visual identity of Diplomático. Dominant graphics, premium lighting elements, and a thoughtfully arranged product layout ensured high visibility and easy customer orientation. Shoppers certainly noticed the displays in Albert hypermarkets. The new hotpoints were produced in a total run of fifty units.

“Overall, this is a third-generation display that combines the best of permanent and cardboard solutions—premium appearance, high durability, easy logistics, and an attractive price of 10–25 thousand CZK per unit. The project for Brown-Forman is a beautiful example of how such a solution can look in practice,” concludes Marek Končitík, Managing Director of DAGO.

From Render to Reality: The Creation of the Monopost

One of the technically most demanding parts of the entire installation was undoubtedly the production of the formula model itself. Converting a 3D visualization into the final production drawing was of course a task for the company’s construction department. The greatest challenge for them, from a technical standpoint, was working with curved surfaces – to preserve the visual character of the model as much as possible while ensuring the shape could be produced in real manufacturing. Assembling the sample model took approximately 3.5 hours, but for serial production the time was optimized. The formula is made from a combination of different materials – the base consists of corrugated cardboard, the wheel axles are made from PVC tubes, and decorative details such as mirrors and wheel mounts are made from PSH plastic. Some elements (e.g., small details) were created using 3D printing, while the wheels were made from extruded polystyrene.

The Result: Guaranteed Attention

The combination of a bold brand, strong visuals, and a premium contest prize created an unmistakable impulse to stop and shop on the sales floor. The Monster x McLaren shop-in-shop is an example of how even technically challenging construction elements, such as a racing car model, can play the role of an effective POS medium—when placed within a well-crafted concept. The result is a visually striking and technically refined POP campaign that brings racing-track adrenaline directly into stores.

The in-store solution was based on the campaign’s visual identity and inspired by the aesthetics of a baby’s nursery. Elements such as a crib, a hanging mobile with toys, and animal figures created a sense of trust and safety. The visual impact was enhanced by a luminous semicircle, evoking a symbolic “aura” and functionally framing the entire POP medium in a spirit of purity and gentleness, which naturally aligned with the brand’s values and the expectations of its target audience. The shop-in-shop not only presented the product attractively but also communicated details about an ongoing consumer competition, in which shoppers could register cap codes for a chance to win three vouchers for baby equipment worth CZK 50,000 or win a set of board books for sweet bedtime every week. The competition was supported by the main graphics as well as a QR code for easy participation. The overall composition felt harmonious and stood out naturally even within the visually busy retail environment.

Using emotions in retail is nothing new. It is a proven tool to attract attention and influence purchase decisions. The bigger challenge is to translate emotions in a relevant and refined way within the in-store environment. The Rajec shop-in-shop shows that even a relatively ordinary product category can be presented sensitively, with visual consistency, while supporting the brand’s business goals. Such an execution not only increases the attractiveness of the display but also strengthens the emotional connection with a specific target group, in this case mothers of young children.

Our task was to create in-store communication that visually attracts attention, presents the new bottle shape, and at the same time strengthens the brand’s perception as modern and premium. This resulted in a comprehensive set of POS solutions – from pallet displays to cardboard stands – all connected by a unified visual language inspired by the campaign’s key message “Great taste without the frills.”

The design of the pallet displays was based on the silhouette of the new bottle, which we allowed to stand out into the space. We combined dark green tones with golden details and a prominent logo. The goal was to create a dominant carrier that would impress in-store not only by its size but also by its execution – while still remaining practical for different packaging formats. The campaign also included cardboard stands intended for the traditional trade channel, where we kept the same visual approach.

The entire concept is built on a simple idea: to show change while maintaining trust. The new bottle is not just a design tweak – it is a visual shift meant to remind consumers that a quality product can grow and evolve without losing its essence.

Zlatý Bažant Radler: When refreshment gets a summer story

Summer and radler go hand in hand. And for the Zlatý Bažant brand, this is doubly true. The summer visibility of Slovakia’s best-selling radler had to be not only eye-catching but also functional, fresh, and uncompromising. With this brief in mind, we at Dago created a set of POS solutions that clearly show customers that refreshment is literally within reach.

This year’s campaign revolves primarily around the new product – the smaller Zlatý Bažant Radler Mini 0.0 % in 0.33 l cans. These became the main driver of communication. For this variant, we prepared a complete set of POP media, including a striking double-pallet display, a pallet island, and a compact cardboard stand dominated by the communication of the small can, yet offering sufficient product stock. The entire in-store execution works with motifs of summer, fun, and simple impulse-driven choice.

Of course, the classic 0.5 l cans also deserved an appropriate presentation in the sales area – in the form of a single-pallet display that builds on the brand’s strong color code. A large silhouette of the can, motifs of a pier on the water, and the bold claim “Legendárne slovenské osvieženie.” The entire display feels clean, positive, and summery – while still retaining the premium character inseparably linked to Radler 0.0 %.

Silver for Kinley Mixability in the category “Freestanding Permanent POS – Alcohol”

The display for Kinley Mixability was designed as a celebration of sophistication and elegance, reflecting the spirit Kinley brings to the world of premium mixed drinks. The aim was to create a stylish environment reminiscent of a bar experience, one that naturally captures attention and inspires exploration of the world of mixology. A key feature is the recipe light panel, which guides the customer toward specific ingredients needed for the suggested drink. The panel not only inspires but also uses lighting to indicate where each product is located within the display. Visually, it connects the taste experience with practical in-store navigation. Gold and black elements, backlighting, and clean lines underline the premium character of the display. It wasn’t just about effect — it was about creating an environment that conveys the Kinley brand essence and also supports impulse purchasing decisions.

Bronze for Birell Active shop-in-shop in the category “Beverage Displays Made from Cardboard”

With the new Birell Active line, we focused on bringing freshness, playfulness, and vitality directly to the sales floor. The hero variant of the display is the Pomelo & Grapefruit with caffeine flavor, which, thanks to its vivid color scheme, sets the tone for the entire design. The standout features are LED water tubes with bubbles, which attract attention and evoke a feeling of instant refreshment. These dynamic elements were complemented by a giant can, serving both as a branding element and a practical product stand. The overall visual, citrus motifs, and work with light and motion create a display that appeals to multiple senses at once. And just like the product itself – the Birell Active POP medium delivers refreshment with something “extra.”

Success in Paris confirms that Czech design keeps pace with Europe’s best

“Both award-winning projects showed that in the retail space today, it’s not just about displaying products, but about creating a branded experience that combines product, emotion, and a purchase impulse into one cohesive unit. In these cases, it’s not a question of whether to create an experience – that’s a given. The real challenge is to translate the brand’s values into the space in a way that inspires, surprises, and leaves an impression,” says Marek Končitík, Sales Director at Dago. “We’re proud that the Shop! Paris Awards 2025 jury, which annually honors the highest-quality European POS and POP solutions, recognized this very approach. We thank our clients for their trust and look forward to new challenges. Retail should be an experience. And we create it every day,” concludes Marek Končitík.

Hockey zone in the form of a shop-in-shop in the middle of the store

At first glance, the attractive pallet display grabs attention with a centrally placed tabletop hockey game, which serves not only as a playful element but also as a symbol of team spirit. The massive structure in the campaign’s colors, along with the floor sticker and vertical communication surfaces, creates an authentic zone that literally stands out in the retail context. The execution of the POP media within the campaign emphasizes the creation of strong sales potential through an experience directly at the point of sale. It is a space where emotions, entertainment, and product come together.

Consumer competition that promotes team spirit

In addition to the creative display, attention is also drawn to the competition, which runs from April 1 to May 30. Customers can participate individually or as a team, and the team prize is designed as an unforgettable experience – for example, a weekend at a stylish cottage for a group of friends or family, of course accompanied by products from the Božkov Republica and Fernet Stock brands. Other prizes include smart TVs or headphones, which aligns the campaign perfectly with the tastes of sports fans. Participation in the competition is simple – just purchase a promotional product and register the receipt at www.zajakytympijesty.cz.

World-Class Recognition for Top Retail Solutions

The Shop! Global Awards are organized by the Shop! Association, a global nonprofit trade organization focused on improving the retail environment and customer experience. It brings together more than 2,000 member companies worldwide and supports market development through leadership in research, design, manufacturing, and marketing. The Shop! Global Awards annually recognize the most outstanding achievements in in-store marketing and point-of-sale design. Only projects that have won national competitions in member countries are eligible to compete.

This year’s awards ceremony took place on April 9 in Charlotte, USA, as part of the Shop! MarketPlace trade fair. The expert jury evaluated over 90 submitted entries and selected winners across 23 main categories. Evaluation criteria included goals, their fulfillment, design elements, manufacturing process, and the longevity of the display.
“The winners of the Shop! Global Awards represent the absolute global elite – they set the standard for excellent and innovative approaches to in-store experience,” said Leo van de Polder, SMP, MaRC, Global Development Director at Shop! Association.

L’Oréal Virtual Mirror: A Revolution in Personalized Shopping

The key advantage of the award-winning L’Oréal Virtual Mirror solution lies in its direct interaction with the customer. It is a tool that brings the Skin Genius app directly onto the retail floor—using a smartphone and adjustable lighting to analyze the skin and recommend suitable skincare products. This integration of digital technology with POP media creates a unique shopping experience that pushes the boundaries of personalization in cosmetic retail.

“To compete with the best of the best—winners of national competitions from all over the world—in the highest global in-store communication contest is the ultimate industry challenge. There is no higher goal. Staying at the top of the market for 32 years, both locally and—as we can now see—globally, is a tremendous honor and a testament to the outstanding work of everyone involved. We thank especially those who make this journey possible. With joy, courage, and humility, we continue forward,” says Daniel Jesenský, Managing Partner at DAGO.