DS Smith and BestSeller win Superstar Silver Award with  a Lavazza display

Be it espresso or caffè crema - since March this year, the specialities of the Italian coffee roaster Lavazza have been presented at the point of sale in a globally uniform packaging design.

The key visual of the new, streamlined design is the "Aroma Mark", which visualises the incomparable Lavazza coffee fragrance. The new symbol for perfect Italian coffee indulgence is also the focus of Lavazza's extensive special placement, with which Lavazza promotes the modernised look of its products in the retail trade: in the form of an oversized cup emanating a delicious coffee scent. This motor driven and light sensor controlled topper is a central eye catcher that attracts the shopper’s maximum attention. Together with the high-quality printed product displays, columns and movable walls, the striking decorative element also highlights the add-on of the sales campaign - an exclusive free cup. This extraordinary masterpiece of versatility made of corrugated board was developed, manufactured and finished by DS Smith and BestSeller - Agentur für Absatzförderung, the latter having provided the concept and design for the technical realisation by DS Smith's display professionals. The special feature: The elements of the modular display system can be flexibly combined and thus adapted to any market environment - whether as an island, street or as a decorative information pillar for the entrance area. The jurors of this year's Superstar were enthusiastic about the display concept and decorated the solution with the Silver Award in the category "Displays - Main Material Cardboard, Product Carrying”.

Follow the aroma to your free cup - the oversized, rotating cup as a topper will make this easy for lovers of Lavazza coffee. The modular display system from DS Smith and BestSeller, which has just been awarded a prize by the Superstar 2017 jurors, offers a wide range of set-up options and makes a good impression in shops and stores of all sizes thanks to the high-quality look and feel of the new packaging design.

Lavazza has been synonymous with premium quality, genuine Italian lifestyle and maximum coffee enjoyment since 1895. With the new, globally uniform packaging design, the no. 1 Italian coffee roaster of long-standing tradition has given its products a modern and unmistakable appearance. The new brand presentation is accompanied by a promotion in the retail trade, where shoppers can get an exclusive Aroma cup: Simply buy two promotional products, send in or upload a receipt and you will receive an espresso or caffè crema cup by post, printed with the Aroma Mark in one of the new product colours.

Maximum attention to the add-on campaign is guaranteed by an elaborately designed special placement in the look and feel of the new brand design. Even from a distance, the oversized, rotating cup with its “Gratis” lettering is sure to attract any coffee lover's attention. Having arrived there, DS Smith's POS display with its clear product presentation gives shoppers orientation and inspires enthusiasm for the new packaging, while display walls, lama and information columns inform at a glance about the promotion and the long-standing tradition of the world's sixth-largest coffee roaster from Turin.

Peter Niepelt, Trade Marketing Manager Retail at Luigi Lavazza Deutschland GmbH, is enthusiastic: “The superior look with partial UV varnish emphasises both Lavazza's premium quality and the retailer's coffee expertise.” Shops of all sizes can benefit from the clever, high-volume construction. Whether large or small area - thanks to the modular design of the system, DS Smith provides countless variations and positioning options. Rounded corner posts, fascia panels, dispensers and cup topper can be flexibly combined with two, four or six ¼ displays to form islands or streets in various shapes and sizes. In addition to its high flexibility, the display system scored particularly due to its easy handling. Delivered in various pre-assembled kits, the folded elements will fit into any boot and can be set up quickly and easily by the field staff.