The project
Created for Dalstons Soda at Waitrose, the activation occupied a dedicated 3m x 3m space close to the store entrance. Rather than relying on a single unit, it layered several point-of-sale elements into a series of touchpoints: freestanding display units built as oversized replicas of the product, interactive tasting tables, hanging card fruit installations, informative vinyl floor graphics and a bespoke dumpbin with a cherry theme. Printed A4 table talkers placed around the wider store carried the campaign beyond the main footprint.
The creative treatment was bright and playful, but each piece also carried key product messages, with the aim of prompting shoppers to explore, interact and try the drinks. The layout was planned around shopper flow so customers could move easily between units, and it left room for brand ambassadors to hold one-to-one conversations, run sampling and explain the range without crowding the space.
The entrant reports that the campaign gave Dalstons Soda a tenfold increase in in-store stock presence for its duration, and that the mix of display, availability and engagement points contributed to an uplift in sales.
The category
The POP/POS category celebrates point of purchase and point of sale displays that catch shoppers' attention and convey brand and promotional messages, driving sales and engagement. Entries are assessed on standout design, how well they meet the client's brief, the clarity of the brand message, evidence of sales uplift and engagement at the point of sale.
Read the full criteriaHow it meets the criteria
Oversized replica FSDUs, hanging card fruit and a cherry-themed dumpbin gave the display scale and colour designed to catch attention near the store entrance.
Informative floor vinyls and A4 table talkers placed throughout the store carried key product messages within a deliberately fun, bold visual treatment.
Interactive tasting tables and room for brand ambassadors allowed sampling, product education and one-to-one conversations within the 3m x 3m footprint.
2026 winners
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