Reckitt Benckiser

The goal of this unit was to create a standout piece of POS for our client Reckitt Benckiser. The unit was a once off placement for SuperValu’s flagship store in Lucan and was launched to coincide with their sponsorship of the X- Factor. We created this concept using a 3D replicate of the X factor stage rigged out with cardboard lights and a microphone stand all contributing to the sense of in-store theatre. The customer interaction and engagement was significant as young customers posed to get their photographs taken on stage. The design had to be dynamic yet durable as it created a huge level of interest in the store. To create this showpiece we used a combination of different materials to include hex board, E flute cardboard, durotrans, PVC and floor graphics (with an anti-slip laminate for safety purposes). In order to ensure a minimum amount of disruption in store, we worked closely with both our client and the store retailer. The challenges were significant and included liaising closely with the X-Factor marketing team and adhering to their brand guidelines and reproducing brand colours. The unit had to be both easy to assemble and free standing instore. The sides of the unit were curved and this added an additional layer of complexity. Both the SuperValu retailer and our client in Reckitt Benckiser were thrilled with this innovative job and so much so that the unit now takes pride of place in Reckitt Benckiser’s reception.


 “The Finish, Dettol, Airwick, & Vanish X Factor Stage was placed in SuperValu Lucan on RB’s behalf by P+D  as part of an experiential campaign highlighting the partnership between The X Factor and RB Household brands. The design that theP+D team developed was very detailed and answered the brief perfectly, the outcome is that we had a show-stopping piece that brought our partnership and competition to life instore. I was very happy with the high-quality print and finish on the POS and it was also received well by the management, staff and shoppers in the store”

Niamh Donnelly

Brand Activation Manager





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