To launch Natura brand spring waters to the Slovak market, the Coca-Cola HBC company decided to use the sales area of the Tesco chain. The company Dago took care of promotion within the exposed category of soft drinks and premium display.

Customers will get to know the novelty thanks to attractive semi-permanent displays dominated by an unmistakable light circle. “Natura spring waters are a new brand on the Slovak market, and therefore we have to inform our consumers about this novelty,” Marek Prostredný, the Marketing Execution Lead from Coca-Cola HBC, presents the concept of the display.

The displays are made of a combination of plastic and cardboard. The cardboard wrappings on the lower part of the structure can be easily changed directly on the sales floor during the whole campaign, as well as the graphics on the central circle, which can be simply pasted over.

How did the light circle come about?

Preparations for the launch of Natura water into the Slovak market began already in the second quarter of this year. The idea of the light circle originated directly in Dago. “We thought about how to clearly and concisely communicate the purity and natural origin of Natura water and its benefits, and also indicate the symbolism of recycling in the background. Precise lighting and a combination of simple geometric shapes brought exactly what we needed: to attract attention – to inform – to sell!” explains Jakub Petráš, the Project Manager of Dago.

The realization of this distinctive element was production demanding. “Of course, we have long-term experience with lighting implementations. Since it is the time of ‘expensive energy’, we thought about how we could do our part to save resources and the planet. Thanks to innovations, we have achieved a reduction in electricity consumption, without affecting the quality of lighting and the overall impression of the display. Ultimately, the energy consumption is up to 90 % lower compared to the projects we implemented a few years ago,” explains Tomáš Vyslužić, the Design Engineer from Dago.

POS as a marketing material

POS materials play a key role in the launch of a new brand. “I strongly believe that the campaign will be spectacular and will interest every consumer who visits Tesco stores,” comments Marek Prostredný.

A total of ten displays were installed in selected Tesco stores across Slovakia. “We prepared this display together with the Dago agency. Its main purpose is to impress with the ‘wow’ effect, to present Natura spring waters to Slovak consumers, and at the same time to inform them about the big competition to win Škoda Enyaq Coupé RS for one year, which we prepared for Tesco,” adds Jiří Kopejtko, the Brand Manager of Coca-Cola HBC.

Your team Dago