Before Christmas, traders always have to work hard to replenish the displayed goods. The shopping spree attracts consumers to visit permanent stores where they buy gifts for their loved ones. But how to stand out in crowded sales areas and reach the largest possible number of shoppers?

 We have been busily preparing for the pre-Christmas period in Dago since autumn. This resulted in a whole series of unmissable Christmas displays, which had only one purpose – to increase brand awareness and actively support the sales of our clients.


Creating a seasonal display for the Coca-Cola brand, which is closely associated with Christmas thanks to its long-standing communication element – the Christmas truck, was a great opportunity for us. The display was aimed at the general public, and therefore it was possible to find individual POS materials in large hypermarkets throughout the Czech Republic and Slovak Republic, where they have the opportunity to reach a diverse range of consumers. Activations were placed in Globus, Makro, and Metro stores, but also in Benzina gas stations.

During the realization of four-pallet and two-pallet displays for last year’s Christmas season, Coca-Cola bet on a new element in the form of an illuminated reindeer, which replaced the already mentioned truck in the sales areas. The reindeer combined with the light trims, which were also part of the activation, evoked a Christmas atmosphere in the shoppers. Another eye-catching feature of these palette activations was a dummy fireplace mantel decorated with Christmas stockings and little snowmen. The stands and pallet displays were dominated by the red colour typical for Coca-Cola, and Santa Claus and the Christmas tree motif were also present. And words of praise from abroad also confirm that the display was a success.

Božkov Republica

Also last Christmas, we created a two-pallet display for the Stock Spirits Group company presenting all rums and rum liqueurs from the Božkov Republica family. When designing the shop-in-shop, we once again bet on a discreet but eye-pleasing combination of brown and gold. The display is made of cardboard and koplast. In addition, this activation can boast of success – in the POP STAR competition of November, it won a beautiful second place.


Pilsner Urquell

The co-operation with the Pilsner Urquell brand has been successful again. The beer segment significantly strengthens during the Christmas period, which is why we decided to create a unique seasonal activation, which could not be missing the brand’s typical Pilsen Jubilee Gate. A unique element was the HoloFan on which the Pilsner Urquell Christmas spot was projected.




The time before Christmas was supposed to be, in addition to the hustle and bustle, also an opportunity to reward yourself with a break and combine it with enjoying the popular Baileys cream liqueur. The original Christmas activation of this popular liqueur evoked a cafe environment and offered two delicious recipes for Christmas drinks. It was supplemented with real elements – wooden boxes in pleasant pastel colours used as an additional place to display all Baileys brand products.

Zlatý Bažant

Christmas Day doesn’t always turn out exactly as we imagine. This was pointed out by the Zlatý Bažant (Golden Pheasant) campaign, whose motto was: “If everything was easy, Christmas wouldn’t be worth it.”

The activation was intended exclusively for the Slovak market and gold foil was used for its implementation. The display was decorated with LEDs that were glued directly into the side tree when completing this part. The interesting thing was that they all had to be lit up right away because after gluing this part there was no longer access to them.


Let´s move from the sales areas to the Prague airport. The rebranded display that we prepared for the Becherovka brand was placed here. The shop-in-shop was full of lovely elements that invited passers-by to visit it. A recipe for a mixed Christmas punch made from this herbal liqueur was also a must.

Your DAGO team


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