Dago s.r.o.

Tovarapredaj.sk: How to Switch Off the Consumer Autopilot

Jenda — Mon, 27 Apr 2026 08:28:23 +0000

In its article, Tovar & Predaj focuses on how well designed POS and POP materials can influence customers directly at the point of sale and interrupt their shopping autopilot. The article features expert insights from Dago representatives on what truly works in retail displays, why contrast, lighting, clear messaging and premium execution matter, and how brands can use high quality sales materials to attract customers’ attention more effectively. It also shows that our work is not just about producing displays and stands, but above all about thoughtfully connecting marketing, design and real customer behaviour in the retail environment.

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Mistoprodeje.cz: DAGO: From everyday meals to Valentine’s Day – two in-store strategies combining ritual and impulse

Dominik — Fri, 13 Mar 2026 09:04:53 +0000

February in Tesco hypermarkets belonged to the Coca-Cola brand through two distinctive in-store executions. While the Coca-Cola Zero Zero shop-in-shop focused on launching a new product and supporting the long-term Coke & Meal platform, the Valentine’s concept “Mixability” developed the idea of Perfect Mix and seasonal pairing purchases. Both installations, created by DAGO, are united by a strong focus on shopper marketing – the ability to influence customer decisions directly at the point of sale.

You can find the full article here: https://www.mistoprodeje.cz/slider/dago-od-kazdodenniho-jidla-po-valentyn-dve-instore-strategie-spojujici-ritual-a-impulz/

Retail News: Felix as an in-store experience

Dominik — Fri, 13 Mar 2026 08:59:30 +0000

You can read our feature in Retail News magazine (No. 12/2025) below or at this link:

https://archiv.press21.cz/retailnews/2026/1-2/index.html#p=8

Tovar a Predaj 11–12/2025: Details can increase sales

Dominik — Fri, 13 Mar 2026 08:53:53 +0000

Below you can find our editorial contribution to issue No. 11–12/2025 of Tovar & Predaj magazine regarding POS and POP materials.

TovarPredaj_strany_42-43

From everyday meals to Valentine’s Day: two in-store strategies connecting ritual and impulse

Dominik — Mon, 23 Feb 2026 07:46:54 +0000

February in Tesco hypermarkets belonged to the Coca-Cola brand through two distinctive in-store executions. While the Coca-Cola Zero Zero shop-in-shop focused on launching a new product and supporting the long-term Coke & Meal platform, the Valentine’s concept Mixability developed the idea of Perfect Mix and seasonal pairing purchases. Both displays were united by a strong emphasis on shopper marketing – the ability to influence customer decisions directly at the point of sale.

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.

Felix as an experience on the sales floor: when emotions decide the purchase

Dominik — Mon, 23 Feb 2026 07:45:51 +0000

Shop-in-shop Felix was created with a clear goal: to bring the brand’s key benefit to the sales floor – the fact that Felix is the number one choice that shoppers (and their cats) in the Slovak market have selected as their first option. This very insight became the foundation of the entire visual and communication concept. At the same time, it works with the most valuable asset in in-store communication – emotion and immediate engagement. In an environment where a customer has only a few seconds to decide, the display does not aim merely to inform, but above all to draw them into the world of the brand. And this is exactly where Felix the cat plays a key role.

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.

Retail News: Eleven awards for DAGO in the prestigious POPAI Awards 2025

Dominik — Sun, 21 Dec 2025 08:31:58 +0000

You can view our feature in the magazine Retail News (Issue 12/2025) below or at this link:

https://archiv.press21.cz/retailnews/2025/12/index.html#p=9

Retail News: Dago introduces Endcap 3.0: When cardboard can take on the role of a permanent fixture.

Dominik — Sun, 21 Dec 2025 08:26:58 +0000

You can view our feature in the magazine Retail News (Issue 11/2025) below or at this link:

https://archiv.press21.cz/retailnews/2025/11/index.html#p=8

Eleven awards for DAGO in the prestigious POPAI Awards 2025

Dominik — Sun, 30 Nov 2025 07:27:53 +0000

A successful run across categories and recognition from an expert jury. DAGO is taking home eleven awards from this year’s POPAI Awards 2025, confirming its high standard in instore communication, its emphasis on precise craftsmanship, and its ability to create displays with real impact—whether through experience, functionality, or sustainability.

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.

Introducing Endcap 3.0: When cardboard can take on the role of a permanent display

Dominik — Sun, 30 Nov 2025 07:22:59 +0000

Realization of a combined display for the brands Jack Daniel’s & Diplomático under the banner of Brown-Forman Czechia represents a new trend in the field of shelf ends and endcaps. Compared to traditional permanent solutions costing tens of thousands of crowns, it brings a combination of strong visual impact, functional variability, and a significantly lower price—thanks to the innovative use of FSC-certified cardboard and environmentally friendly water-based printing.
The display is designed as a monolithic solution. It arrives fully finished, completely glued and dried using special HP technology, making it highly durable and resistant to deformation even upon impact. The lifespan of such a carrier ranges from one to two years, even in demanding retail conditions. If damage does occur, individual parts can be easily repaired or refurbished. A major advantage is also its modularity and flexibility—the displays can be placed both at the end of the shelf and directly inside it, with the possibility to adjust height, width, depth, or to add lighting and 3D elements. Due to the light, intentional backward tilt, the displays are also better protected from damage, for example from contact with a shopping cart.

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.