SK
The beginning of summer in selected modern trade stores was marked by tranquility and maternal care. The Rajec baby water brand introduced an engaging shop-in-shop concept as part of its marketing campaign “Mother Nature Wishes Sweet Dreams”.
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.
