Branding at the point of sale effectively attracts consumers’ attention and promotes product sales. It offers brands a platform to stand out from the crowd and provides retailers with good opportunities to boost sales. The award-winning Monkey 47 gin display from Pernod Ricard Austria, produced by Margarethner Verpackungsgesellschaft (MVG), is an example of this. Recently, this standout display gained acclaim at the tenth edition of the Forum Wellpappe Austria Awards, organised by the Austrian Corrugated Board Association.
The Forum Wellpappe Austria Awards honour exceptional packaging design and innovation achievements. The jury celebrated entries that excelled in sustainability and visual appeal, highlighting packaging’s crucial role across several industries – qualities the new display demonstrates in every respect.
What makes the Monkey 47 display, made from high-quality kraftliner from Metsä Board, so special is its unique design and the captivating presentation of the gin bottles. These are placed at an angle on the display, which creates an inviting and dynamic visual effect and invites consumers to intuitively reach for them. This makes the Black Forest gin even more eye-catching. The safety noses on the shelves also ensure that the bottles are stable, harmonising aesthetics and functionality.
The detailed design of the award-winning branding tool, which features botanical elements, reflects Monkey 47’s brand identity and immediately attracts customers’ attention in retail environments.
Joint innovation
The success of the display shows the power of collaboration: Metsä Board, Halle Karton, MVG and Pernod Ricard Austria came together for the project. Together, they demonstrated how successful collaboration can lead to award-winning results. MVG created the display using innovative production techniques, and Pernod Ricard Austria provided the creative vision for the design. Working with Halle Karton, its long-standing partner for the distribution of sheet format liners, the Finnish paperboard producer Metsä Board identified and supplied the right premium kraftliner for the project, which, like all the company’s board grades, is made from fresh fibres.
“We’ve had Metsä Board’s kraftliners in our product range for a long time, and we’ve used them extensively in the past,” says Andreas Hajos, Sales Director at MVG. “We have several spirits companies among our customers, but we develop something new for all of them; each customer gets a unique system. Our technical development department constantly focuses on creating new solutions to make them even more efficient and responsible. The combination of Metsä Board’s liner and the expertise of our design team ultimately allowed us to create something unique for Pernod Ricard Austria and the Monkey 47 brand.”
“With the Monkey 47 display, we succeeded in presenting our product not only attractively but also efficiently, drawing consumers’ attention on the product,” confirms Nico Bugram, Brand Manager at Pernod Ricard Austria. “The arrangement of the bottles as well as the overall clear structure of the display ensure ideal visibility and allows consumers to access them intuitively. The display highlights our eye for detail and effectively demonstrates how brand values are brought to life through well thought-out design.”
Lightweight, durable and preferred by brands worldwide
The design team opted for the kraftliner MetsäBoard Prime WKL as the material for the project. Like all the company’s products, it is made from fresh fibres from Northern European forests, and it is ideal as it offers the perfect balance of lightweight durability and recyclability. Its smooth surface ensures vibrant colour and high gloss, making it an excellent choice for premium displays and point of sale applications. At the same time, the Finnish cartonboard producer ensures that displays like the one for Monkey 47 not only stand out visually but also retain their shape and functionality throughout their entire life cycle – even in demanding retail environments.
“Our solutions are designed to meet the highest standards for premium brands, and we’re thrilled to see MVG’s display recognised with this prestigious award,” said Joachim Berthel, Sales Director for Liners at Metsä Board. “It’s a testament to our commitment to creating innovative, sustainable solutions that add value for our customers.
Photo: Metsä Board – L.Schedl
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