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     Code named ‘Project Beacon’ the concept was to create an in-store display icon for the brand, which would remind consumers to drink Guinness at home, as well as acting as a ‘Beacon’ to draw them to a perfectly presented and chilled display of the product. Every version of Beacon unlocks the sales potential of the in-store environment, by leveraging 2 key sales drivers for Guinness; namely excellent visibility and chilled availability.
     The display offers it’s own chilled space for the brand, thanks to the integrated fridge in the centre of the unit, allowing chilled Guinness to be located closer to the consumer traffic flow and main shopping aisles, than would otherwise be the case. The unit is designed as a fixture end display, but can also be positioned within the retailers’ current back wall system shelving run, if required.


 

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