ABSOLUT® Awarded ’Display of the Year’ and Jameson Scores Top Honors
Pernod Ricard USA is proud to announce that ABSOLUT VODKA has taken home Permanent Display of the Year, the most coveted award at this year’s Point of Purchase Advertising International (POPAI) 55th annual Outstanding Marketing at Retail Achievement (OMA) Awards for the ABSOLUT® VODKA Holiday Display Spectacular. Jameson also received a Gold OMA Award for the Jameson Fall Football Cooler Display in the semi permanent category.
ABSOLUT’s Holiday Spectacular stand up display utilized the iconic ABSOLUT bottle as the focal point and incorporated holiday entertaining cues including a disco ball, ice bucket, cocktail shaker and molded cocktail napkins, all engineered to visually highlight the message and inspire consumers to elevate thier party occasions from ordinary to exceptional. Take one recipe brochures and other shelf materials included a QR code that invited consumers to visit and experience ABSOLUT VODKA online for creative party ideas, customizable party invites and a digital coupon for tools to make exceptional holiday memories.
Jameson’s Fall Football program mass display utilized barrel imagery and a custom made hard wood barrel cooler to make a relevant connection between Jameson and tailgating while reinforcing the brand’s heritage. Enhancers and secondary POS along with MIR/IRC offers (where legal) helped dress and draw attention to the display. The QR code linked Jameson’s tech savvy consumers to a weekly sweepstakes for the chance to win the barrel cooler and other tailgating items and the ultimate prize – a VIP trip to ”The Big Game” tailgate viewing party in Las Vegas.
POPAI’s OMA Awards is the premier show recognizing the most innovative and effective in-store and at retail displays and for over 50 years entrants have competed for Gold, Silver and Bronze honors. This is the industry’s largest and longest running such awards contest.
Display of the Year is selected from amongst the Gold winners in each division of the contest by a prestigious panel of judges comprised of producers, brand marketers and retailers. The first round of judging is done online, where judges review submitted images and case history forms. The second round of judging is done in person, where judges evaluate the displays to formulate a final score. Scores are based on the display’s ability to increase sales and utilize shopper insights as well as execution of the display.
”At Pernod Ricard USA, our brands are committed to investing in relevant and impactful merchandising that influence consumer’s purchase decisions and drive incremental sales at retail,” said Carol Giaconelli, Director of Sales Promotion, Pernod Ricard USA. ”Receiveing this honor from POPAI reinforces our commitment to achieving excellence in marketing at retail. We will continue to strive to deliver superior retail programming that deliver tangible results.”
