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The prestigious European competition POPAI Awards Paris knows its winners. The winning projects, selected by an expert jury, were announced on September 15th in Paris.

Natura water flows through Globus stores

A new pallet island for Coca-Cola HBC should acquaint shoppers with Natura bottled water and point out rebranding. It fits into a broad campaign with a similar goal. It shows the purity of the water from Adršpach with the help of water bubbling between rocks and real, live conifer in the middle.

The two-pallet and four-pallet island targets people who are interested in a healthy lifestyle. “This includes athletes, families with children, seniors, and travellers. These are people who, in today’s hectic times, lack a certain naturalness and contact with nature. Through Natura water, we try to compensate them for these shortcomings and
return them to harmony with the outside world,” says Martin Zelený, the Channel Development Manager from Coca-Cola HBC, which includes the brand Natura.

Passers-by will immediately notice an imitation of the river, which flows through two rocks made of cardboard. This suggests that the water springs in the Adršpach-Teplice rocks, where it gets its crystal purity.

The fountain is being accompanied by the reproduced sound of a waterfall and a bubble generator, which underlines the customer’s impression of the transparency of the water. Technically, it was the most demanding part, which we managed to solve with the help of a glass container and a pump located next to it, which ensures the water cycle.

Emphasis on real and natural elements
To ensure that the customer sees the connection of the promoted water with the rocks, forests, and clean air that the Adršpach region abounds in, we had to find a suitable connection with the real world and transfer it to the store.

Therefore, we placed a real, live conifer in the middle of the display, which perfectly illustrates the environment. We deliberately sunk it directly into the stand to evoke the size and height of the rocks that surround it.

The Natura pallet island offers both half-litre bottles and bottles with a sports cap and even whole cartons. It will satisfy the demand of everyone who came to buy bottled water. The goods are displayed on a pallet island surrounded by branded cardboard so that the customer has better access to them.

Connection with multiple channels
The display fits into the overall concept of an extensive campaign by which Natura seeks to raise awareness of its bottled water. In addition to point-of-sale support, trailers also appear on television, at cinemas, outdoors, and on the Internet.

It follows well this communication and brings elements that customers may know from elsewhere directly to the sales area. “There is an interconnection of over-line and under-line communication, which is crucial when building brand awareness,” adds Martin Zelený.

The permanent Natura display attracts shoppers in the Globus chains throughout this autumn. There were produced totally 15 displays.

Your Dago Team

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