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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.

Unique P.O.P. for M&M´s in TESCO

Creating a unique P.O.P. application for sweets is not easy. Shoppers often do not plan buying these products that end up in shopping carts as the result of impulsive decision. The company Wrigley, in co-operation with our company, succeeded to create an original end cap for M&M´s candies, which will attract both visually as well as by motion.
In Prague, Letnany Tesco, there is Mr. Red and Mr. Yellow, figures of M&M´s chocolate candies. „This brand is just getting into swing here in Czech, but thanks to its history and global sales, it shows a great potential. That is why we want to support its sales and awareness of it also through noticeable P.O.P. medium,” Mr. Radovan Veselý, Brand Manager of Wrigley, states reasons for installing the new end cap.

„The main goal of this task was the emphasis on supporting image of this great brand,” added Mrs. Jana Waldhansova, Senior Project Manager of our company DAGO, which designed, produced and installed this end cap. „So that we chose the way of characteristic graphic structure and used the potential of its visibility. And then we intensified it using light elements. Shoppers can see the end cap from all sides, they will be attracted by light topper and base, vacuum light candies and 3D figures,” Mrs. Waldhansova describes its precise form.

The final medium had to solve another trouble that is generally a problem of the whole segment of sweets.  „More than a half of shoppers deliberately avoid common shelves with sweets. Many purchases of sweets are ranked among impulse purchases, when a consumer selects only known products, and it is quite difficult to attract him/her in this mood,” describes Mr. Veselý. That is why we did not place the end cap in Tesco directly into the section of sweets, but on the edge of the aisle, where it can excel and attract as much as possible shoppers just by the entrance into this zone.

In addition, the end cap can attract attention not just thanks to its original appearance, but also thanks to movement. „We have also installed small servo motors into both figures making them move easily to attract more passers-by. Actually, the human brain is set to register and evaluate preferentially any nearby movement,” Mrs. Waldhansova describes processing of other important element of the new P.O.P. medium.

So the new M&M´s presentation meets all expectations to please shoppers as well as retailers. To please shoppers with a unique experience and retailers with increased sales and flexibility. Thanks to adjustable shelves, the end cap can be adapted as needed to display various packages of chocolate candies.

Your DAGO team

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