SK
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 entire in-store strategy became the striking shop-in-shop designed by DAGO, which completely transforms the space of a typical retail display and immerses the customer straight into the atmosphere of a hockey match. The pallet island, as another part of the set, builds on the same expressive elements, thereby strengthening the overall visual identity of the communication. Single-pallet displays awaited shoppers in Tesco stores, while shop-in-shops dominated Albert hypermarkets. Both executions also turn the main question of the campaign into a challenge – to engage, share the experience, and enjoy cheering together.
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.
