An eye-catching point of sale display for Ribena secured gold for Smurfit Kappa at the UK and Ireland POPAI awards in London.

The brief was to create a visually stimulating display that would capture consumers’ attention in-store. The colourful stand was rolled out in convenience stores across Ireland to ensure maximum visibility for the drink as part of the ‘Ribenary’ marketing campaign. 

“We asked Smurfit Kappa to come up with a display that was bold and unique and would unmistakably capture the spirit of the Ribena brand,” said Siobhan Drummond, Senior Brand Manager, of Lucozade Ribena Suntory.

“What they came back with certainly fitted the bill. It was a stand-out display that was impossible to ignore and really brought the brand to life.”

Another engaging display made by Smurfit Kappa Inspirepac for Walkers Crisps UK captured the judges’ attention at the POPAIs and won silver. The ‘Tear and Share’ display was shaped like a bowl to mirror the sharing bowl feature of the pack.

“It’s fantastic that Smurfit Kappa in Ireland and the UK have come away with both gold and silver at these awards,” said Jonathan Arthur, General Manager, Smurfit Kappa Display (Dublin). “All over the world, our designers are committed to creating products that fuse attractive design with clever functionality so we’re delighted to get this recognition.

“To hear that both products are already driving sales for our customers is testament that our in-store displays are a fundamental part of retail marketing.”

Now in their 10th year, the POPAI Awards celebrate innovation, creativity and excellence in store.