Ferrero
THE POS DESIGN JOURNEY
POS promotions
For Ferrero Deutschland, confectionery giant, I was involved in developing numerous POS promotional designs, for all of their brands, to seamlessly accompany the customer journey and ensure significant uplifts on the sales floor.
Tasked with developing materials for high-stakes prize-winning competitions, such as the “Millionen Memory” campaign and the “Kaufland Adventskalender,” designs needed to not only catch the eye but also entice participation with rewards reaching up to €10 million in cash and prizes. Seasonal and occasional promotions, like the Oktoberfest event, required a keen understanding of shopper activation and the creation of effective purchasing incentives at the POS.
Given the modular nature of these promotions, flexibility and adaptability were paramount. The Octoberfest promotion, designed to double as a Kinder Tag event, was a prime example of this, providing contingency against the uncertainty of Covid lockdowns and ensuring the campaign’s relevance and momentum regardless of the external challenges.
My responsibilities spanned the entire creative spectrum, from initial sketches to detailed mockups, ensuring that every element aligned perfectly with Ferrero’s esteemed brand image.
Art direction was provided with a sharp eye for both aesthetic appeal and practical implementation, considering the diverse needs of varying retail environments and consumer touchpoints.
Quality control was a constant throughout the process, guaranteeing that each material stood up to Ferrero’s high standards and delivered on the promise of customer engagement.
The result of these efforts was a series of dynamic and modular POS promotions that resonated with consumers and facilitated easy adaptation for retailers.
These promotional campaigns not only enhanced Ferrero Deutschland’s brand presence at the POS but also demonstrated the power of creative agility in driving shopper engagement and sales in a rapidly changing retail landscape.
