DS Smith Wins Two German Packaging Awards

At the ceremony for the German Packaging Awards 2014 DS Smith l Packaging Division D-A-CH once again proved its innovative strength. The display and packaging specialist was awarded the coveted trophy not once, but twice for attention-grabbing display solutions.

Both the eyecatcher display with 360 degree sales opportunities for funny-frisch kettle chips and the shower cubicle-style display for In-Dusch Body Lotion by Eucerin® convinced the jury in the 'Display and promotional packaging' category. The nominations also included the baguette-shaped display for THOMY Sandwich Creme as well as the clever shipping packaging named “Variabel” by DS Smith.

The promotional kettle-shaped display that DS Smith l Packaging Division D-A-CH created for the market launch of funny-frisch kettle chips scored with the judges thanks to its unusual design and simple handling. The look and shape of the display are a real eyecatcher at the P.O.S. and optimally get across the brand essence of the product. The innovative solution is distinguished by a striking graphic composition with a high-quality, four-colour offset print and complex motive distribution. The poster on top of the sales display is visible from two sides and creates a high distant effect at the P.O.S.

The open structure of the display in the shape of a kettle offers sufficient room for the presentation of a large number of products. The attractive and well-arranged layout of the various sorts invites the consumer to help themselves. And the kettle shape ensures simple access from all sides within easy reach. Particularly in the impulse category of salty snacks attractive secondary displays create significant additional sales. The attention-grabbing display is also convincing with its simple and efficient handling. It is transported lying flat, packaged in the dimensions of an europallet. It can be quickly setup by just one person upon delivery. So, the presence at the P.O.S. displays a high impulsive power and leads to many additional sales.

The display solution for the Eucerin® In-Dusch Body Lotion impressed at the awards ceremony with the authentic look of a shower cubicle as well as an unusual material combination. The sales display for the launch of the new product for quick and simple daily care of sensitive skin is a successful combination of a product-carrying display and the look of a shower cubicle – complete with shower head and tiling. The structure of the display, perfectly aligned to the product and enhanced by the tips for use in the form of pictograms, explains the purpose of the product in a single glance. Directly on the display a 3D element (wobbler) and a coupon dispenser also provide additional attention to a special offer for the product launch.

The full service packaging provider DS Smith used a material combination of corrugated cardboard and plastic for the authentic shower cubicle look, which draws attention to itself at the POS. The high-quality printed picture of the display solution on both materials – realised using the offset and screen printing process – completes the attention-grabbing presentation of the Eucerin® care for sensitive skin. The promotion display, with its coherently presented product message, ensures the highest level of stability in spite of the light design. It is delivered to customers entirely ready for use. Therefore very little effort is required at pharmacies to perfectly draw attention to the new product.

A selection of around 230 entries from 10 countries were available for this year's presentation of the German Packaging Award. 61 concepts were nominated, but only 26 packaging solutions received the renowned award, making DS Smith eligible to participate in the World Packaging Organisation's global packaging competition WorldStar.

Source: DS Smith