06/01/2017

Innovative point-of-sale marketing

Henkel Australia wins awards for Bref displays

The Henkel Laundry & Home Care team was thrilled to have its hard work acknowledged, winning two awards at the 2016 Australian POPAI Marketing at Retail Awards.

The team won silver in ‘Best Temporary Display’ and bronze in ‘Best Integrated Path to Purchase Campaign’. A record 157 award entries in 2016 meant all categories were very competitive and the team who worked on the Bref launch was excited to be recognised for its display innovation to attract shoppers to the new Bref products.

The Temporary Display award revolved around the first moment-of-truth for a shopper and the ability to stop them in their tracks at an unmanned display bin. The Integrated Path to Purchase award required in-store staff engagement with shoppers about Bref, highlighting how it saved precious time cleaning the bathroom. Shoppers who purchased from the display went into a draw to win a small ‘time-saving’ gift.

Christian Papandreas, Trade Marketing Manager, Laundry & Home Care, Henkel Australia, said, “We are delighted to be recognised in the increasingly competitive hygiene segment. The Bref launch has been very successful and being acknowledged by the industry with these two awards is immensely encouraging and rewarding for the team.”

Christian Papandreas (far right) from Henkel with one of the awards at the official ceremony.