The POPAI awards showcase best practice in retail marketing across Germany, Austria and Switzerland, and are divided into various categories across relevant consumer goods industries.
Smurfit Kappa won the Beauty and Fragrance category for its floor display materials for Philips’ Visapure brand, and also took home the Beverage and Tobacco award for its work with Campari on a Skyy Vodka display.
“The high quality and organic lines of the Visapure display are very impressive. The designers at Smurfit Kappa Zedek managed to develop an outstanding design in corrugated cardboard that meets all of the relevant criteria,” the jury noted of the company’s Beauty and Fragrance win.
Return on investment
Speaking of the company’s win, Smurfit Kappa’s sales manager in Germany, Sascha Ohlow, suggested it is the return on investment that their packaging solutions had offered their partner brands was what set the product display units apart.
"The return on investment derived from the display is one of the key parameters our customers use to evaluate the performance of their campaign. The measurable success of both designs was affirmed by the opinion of the independent jury,” he stated.
Erik Bunge, CEO Smurfit Kappa Benelux suggests the win comes as a confirmation of the company’s focus on innovation.
“Once again Smurfit Kappa has demonstrated the company's relentless drive to innovate,” he said. “We excel at developing designs that address the motivation of the end consumer, ‘from the shelf backward’. Everyday we explore what will appeal to the consumer and help our customers’ sell their products.”