FREE STANDING UNIT by BARROWS RETAIL MARKETING SPECIALISTS for Coca-cola

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FREE STANDING UNIT

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Industry Soft Drinks
Media Design & Branding
Market South Africa
Agency BARROWS RETAIL MARKETING SPECIALISTS
Released July 2010

Credits & Description

Category: Point of Sale
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: BARROWS RETAIL MARKETING SPECIALISTS
Date of First Appearance: Jul 1 2010
Entrant Company: BARROWS RETAIL MARKETING SPECIALISTS, Durban, SOUTH AFRICA
Group Marketing Director: Amanda Manchia (Coca-Cola Eurasia)
Marketing & Sales Director: Craig Starr (Barrows)
Client Services Account Manager: Matt Pennefather (Barrows)
Research and Development: Max Davison (Barrows)
Specialised Engineer: Joe Mothial (Barrows)
Media placement: Point Of Sale : Free Standing Unit - 15,000 displays activated In 12 Countires - July 2010

Describe the brief from the client
The primary objective was to design a permanent, cost effective display solution to merchandise Coca-Cola’s CSD portfolio across traditional trade channels in multiple global regions. As a consequence of the design teams’ commitment to sustainability, the full lifecycle from cradle-to-cradle was scrutinised. The vision was to design a display with a focus on Reuse, Recycle and Reduce. This dedication to sustainable design is a pertinent issue not only affecting the world at large but more specifically, the POP industry whose primary business, and type of marketing activity, contributes to landfills round the world.

Describe the challenges and key objectives

Coca-Cola’s commitment to retail excellence meant that any innovation in design, manufacture, and/or alternative material selection, had to ensure structure and colour integrity. It had to guarantee the displays’ longevity of 5 years in the harshest informal trade conditions – heat, sun and rain. In addition, all the functionalities briefed in needed to be met: a unit that evoked a strong Coca-Cola brand equity; offered a variety of colour options to provide versatility across the total beverage portfolio; ensured ease of merchandising and sufficient stockholding; was adaptable, allowing for multiple pack formats, different merchandising options and changeable graphic panels.

Describe how you arrived at the final design
Coca Cola’s chair made of recycled PET bottles inspired us to investigate ways to use recycled material. We found this simple idea had several challenges, in particular the supply chain’s role in the manufacturing process. To achieve our vision, we had to innovate by expanding the supply chain’s capabilities; this included cross-pollinating PET recycling expertise from a Brazilian factory, with our manufacturing partner in China. To ensure the display delivered on its promise of retail excellence, we undertook stress-testing, UV colour testing, and real-world testing on endurance, weight and drop tests to ensure it could weather the harsh trading environments.

Give some indication of how successful the outcome was in the market
All of Coca-Cola’s brief requirements were met, as well as structure and colour integrity. The first-off production samples of 15,000 displays have been activated in 12 countries. The display’s ability to pack-flat has saved on shipping volume by two thirds. Over 65% of the display’s composition is derived from re-used material, the bulk of which comprises of HDPE and smaller components from PET derived from recycled Coca-Cola bottles. End-of-life planning includes materials that allow 100% of the display to be completely recycled and re-used. The display remains cost competitive, proving that sustainable practice is good business!