Fanta drinks are betting on Halloween

Although Halloween is not a typical Czech holiday, it is still a great opportunity for marketers to establish contact with customers in a way they cannot otherwise afford. There are no limits to imagination, and smartly thought-out and amusing POSs can significantly...


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.


In March this year, our company will celebrate 20th anniversary of operating on the market. During that time, our company had been continuously developed together with the whole branch of POP communication. Since our very beginning in the year 1993, the market has been dynamically changing and we have been always trying to react to this process. Most recently, by the late introduction of the system approach CIS. Now, this allows us to integrate better the advertising at point of sale into the complex communication mix of our customers and to involve actual studies of shopper behaviour and decision making effectively.

We entered the market at the beginning of 1990s, so in the era of radical economical and social changes. Then we were still Czech-German company working mainly for foreign customers. In the year 1997, after a friendly separation from German colleagues, we decided to focus fully on the Czech market. In addition to successful business activities, the company set also the goal to support the development of the whole branch and to cultivate it within professional associations and also within a co-operation with competitive firms that perceived the situation similarly. The turn of the century brought a change of view on the process of POP product development. „Gradually, we abandoned the often inefficient co-operations with advertising agencies and we started to design own original POP media types. That was how we responded to needs of our customers and in addition to traditional mass production, we provided them with additional services including mainly graphic and design processing, distribution, installation, uninstallation, targeting specific applications and so on,“ explains the company´s executive director – Martin Vorel.

In the year 2012, the never-ending process of innovations resulted into the introduction of the system approach CIS (Complex in-store solution) we were preparing for more than two years. „This approach responded to the situation, when it was not enough anymore to produce beautiful and technically perfect POP media, but it was necessary to think about how to further diversify it and increase its sales effectiveness by understanding socio-behavioural aspects of point of sale“, Marek Končitík, Commercial and Marketing Director of the company, describes the basic idea. So the basic idea is to integrate the communication at point of sale into a comprehensive communication mix of each customer and to include knowledge of behaviour and aspects of specific decision-making process of specific customers, who use to buy concrete products and brands. For the company Dago, nowadays it is not to be just a producer for its customers, but to become mainly a strategic partner capable to work with shopper-centric information and knowledge in the development phase already with the goal to maximize intervention and effectiveness of particular projects. And what do you think was the biggest success during the past twenty years? „Our twenty-year history is being our greatest commitment for the future. It paid off to listen to needs of our customers and thus we have won their long-term favour, which helped us to overcome often turbulent periods. Trust and recognition of our customers is being our greatest achievement and also the greatest challenge and responsibility“, concluded Daniel Jesenský, the Founder of our Company.

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