Entry Garners Popai Award Gold And Display Superstar In Silver: Fusion Topliner Of Sappi Was A Key Component In The Lucky Strike Straight Red Stand Display Designed By Agentur Bestseller

An eye-catching cargo crate in the supermarket: The outstanding promotional display created by Frankfurt-based Agentur BestSeller on behalf of British American Tobacco (Germany) GmbH using Sappi's bright white Fusion topliner not only stimulated curiosity and emotion at the point of sale, but also won over juries for two major industry awards. In the display for cigarette brand Lucky Strike Straight Red, jury members determined that the aim of selling cigarettes for the first time on the shop floor in food retail had been fulfilled in an outstanding and creative way. This prominent product display concept recently won the POPAI D-A-CH Award 2015 Gold in the tobacco category and the Display Superstar 2015 Silver in the category of product-supporting cardboard.

The traditional roots of Lucky Strike Straight Red play an important part in the brand's communication strategy. This is why a new vintage-look wood outer packaging was chosen. Offset-printed and matt-lacquered E flute corrugated cardboard – laminated with 180g/m2 Fusion topliner– was used to create stacked cargo crates with a much-travelled look. The real wood shavings in the top section emphasise the emotional appeal of the display, giving the consumer the impression that the goods have just been unloaded. The product is removed from the chute at a height of 120 cm in order to meet legal requirements for tobacco products to be out of the reach of children. Nearly 800 displays were produced and positioned near cash registers in food retail outlets over a four-week period.

"It was important to us that the material used in creating the display brought out the used wood look. Fusion topliner was perfect for this because the colours and texture of wood can be recreated with such quality and authenticity on the bright white surface – even though it's cardboard," says Wolfgang Stein, the owner of marketing agency BestSeller Agentur für Absatzförderung GmbH and manager of 24 employees who have been developing marketing concepts for companies in Germany and abroad for 15 years. "Only displays that create an emotional, high-impact brand experience for buyers will succeed in the market. The bright white Fusion topliner of Sappi, which offers brilliant colour reproduction and cracked at the edges, increases the perception of quality."

Ideal for image and product communication

Fusion topliner is specially designed to meet the requirements of corrugated cardboard packaging. Using bleached white virgin fibres (100% primary fibres) and relying on the know-how in the production of bright white speciality papers and carton board for which Sappi is recognized, Fusion has set the standard in the corrugated cardboard market. With the stringent specifications that are set for Fusion, brand owners, agencies and converters can absolutely rely on consistent performance in lamination, printing, print finishing, and finally, on store shelves or at the point of sale. Especially with the low grammages now available, corrugated cardboard packaging provides new inspiration and utility with a focus on the brightest whites, vibrant printing, harmonious surfaces and edges, lower process costs and transport volumes, and food safety.