We Celebrate Success at Shop! Paris Awards 2025: Two Medals for Czech POP Design
The international Shop! Paris Awards competition is an annual celebration of in-store communication and design and is considered the most prestigious European contest for POS projects. Awards are presented by a professional jury composed of retail professionals,...
Hockey-themed POP media set from Fernet Stock and Republica captivates shoppers and sports fans alike
As part of the “What team are you drinking for?” campaign, STOCK Plzeň-Božkov relied on a strong mix of Czech national pride, the emotions connected to the Ice Hockey World Championship, and the iconic brands Božkov Republica and Fernet Stock. The key element of the...
DAGO Triumphs with L’Oréal Virtual Mirror Project on the International Stage
The L’Oréal Virtual Mirror project, which dominated the POPAI CE Awards in Prague in November 2024, is celebrating another major success. It has won a gold award at the prestigious international Shop! Global Awards 2025, specifically in the Beauty & Cosmetics –...
Playful Pallet Displays by DAGO Enticed Shoppers in Slovakia to Join the Fun
Unmissable Fanta with the Motto "Play with Any Color You Like" DAGO, in collaboration with the popular brand Fanta, brought not only a refreshing taste to stores but also a playful experience! Colorful shop-in-shop displays encouraged customers not only to purchase...
DAGO Brings the Magical Power of Kláštorná Kalcia Mineral Water to Stores
The Natural Power of Minerals in a Modern Form In selected Tesco hypermarkets, shoppers can step into the world of Kláštorná Kalcia natural mineral water, where the strength of nature meets modern design. This unique shop-in-shop concept presents the Kláštorná Kalcia...
Unique POP Medium Offers a Traditional Barrel-Style Experience
The Czech family company JIP Východočeská a.s. operates a retail store in Brno on Pražákova Street that is quite a rarity by local standards. On a sales floor of 6,000 m², customers can find an assortment of 19,500 items – from standard groceries to organic and farm...
POPAI Awards: An Evening Full of Success – We Won the Title of Absolute Winner
The festive announcement of the 16th annual POPAI Awards, which took place on November 28, 2024, at O2 Universum, recognized the best in-store communications of the year. For Dago, it was an unforgettable evening, as gold awards in three categories were topped off by...
Kofola Brings Energy to Explore the World with Semtex AIR, In-Store Communication Provided by Dago
Do you want to discover energy and experience the world? That’s exactly what the energy drink Semtex offers if you take part in the consumer contest called Journey Around the World. Kofola a.s. comes with the original campaign POP YOUR BUBBLE! and in-store...
Coca-Cola Brings Marvel Superheroes to Life and Dago Delivers the Experience Right at the Point of Sale
Beloved heroes have arrived on Earth thanks to the great collaboration between Coca-Cola and Marvel! This unique campaign is accompanied by an eye-catching in-store display, designed and executed by Dago. The main goal was to create an interactive space that captures...
Coca-Cola Cheers for Hockey and Is Absolutely Unmissable on Store Floors!
Coca-Cola is the beverage partner of Czech hockey, supporting women’s ice hockey and para hockey as well, but above all, it has a packed marketing calendar with the upcoming World Championship. This year, the championship will take place in May in Prague and Ostrava,...
Gardening, on your marks! Evaluation for Marketing & Media

The main sales support for the horticultural assortment is starting right now. The POS implementation gallery shows what works. Selected foreign displays for the Marketing & Media magazine were evaluated by our PR coordinator Radka Hejduková.
We are a nation of gardeners, so my generation still is, and our parents are definitely. We are the ideal target group for all hobby markets, garden centres, and florists. Since April, shopping – or perhaps trips – in garden centres has been a real enjoyment. Starting with the crowded parking lot, through the crowds at the vegetable seedlings, and pushing through the best annual flowers, to the queues at the cash desks. I wonder where the desire, the ambition to grow own plants, comes from. Apparently it’s been in us since ancient times. And then the effort ends with a surplus of zucchini that everyone offers to everyone and no one wants them.
But, of course, the field of horticultural supplies are commodities like any others, and its specificity of strong sales in the spring and summer is something that traders, and especially marketers, must take into account. The “word of mouth” definitely works for garden centres, and for garden tool manufacturers themselves, the subsequent presentation in the store is crucial. So the display has to be so engaging that you think you really have to buy the secateurs and that your existing hoe isn’t worth it anymore.
Another key to success is clarity and navigation – no one wants to spend ten minutes in a store just looking for a brush-cutter. And the staff, it´s Alpha and Omega. You can plan to buy just some small, ordinary mower, and you can leave with the most modern battery mower. In addition to this sales and marketing base, stores can go further, their potential is huge; people spent time in gardens and on balconies instead of on holidays during Covid. As a nation, we spend 30 billion crowns a year in hobby markets. Of course, it’s not just for gardening supplies and all the things for gardens, but still. I would not be afraid to use the pop-up store concept at all, it would be ideal for a spring “raid” of customers longing exclusively for seedlings, for example. Offer a sitting area with coffee and snacks so that “exhausted” customers can relax and gain energy, and think about what else to buy. By the way, do you have everything for the season?
- Gardena campaign and shop-in-shop
We appreciate how Gardena has creatively approached in-store promotion of her products. That’s exactly it; don’t be afraid to step out of the expected performance and show customers around the jungle of gardening supplies and aids with fun and amusement. Make a display out of a palm tree or expedition jeep.
- Moss and Moor visual identity
I also highly value the concept of Moss and Moor’s store and visual identity, which ambitiously fulfils its claim to be more than a garden centre. Spaciousness, airiness, clarity of arrangement, and relax zone with a café; you can´t even imagine meeting any nervous or hurried shoppers here.
- Displays for Kent & Stowe
Not only offering different types of gardening tools, but also explaining why to choose this or that, and how to work with it, this is my third favourite, Kent & Stove. Handy displays and shelving systems that have a common factor – clarity, and ease of choice for purchasing.
Your Dago team
OZVĚTE SE, POMŮŽEME I VÁM S PODPOROU PRODEJE A BUDOVÁNÍM ZNAČKY