What a project!
In January, the brand team called and we had our first kick off meeting. Something big was coming to our Durex portfolio and we needed best in class point of sale to support it.
This wasn’t an ordinary NPD launch. We needed to break barriers and do something we’ve never done before. We needed to shatter taboos and drive penetration (see what I did there!) of our Durex performance enhancing range including NEW Durex Sildenafil – helps you get hard and stay hard.
But it wasn’t just one display we were launching. Briefs flooded in for FSDUs, CDUs, aisle fins, digi screens, top shelf trays, pharmacy backwall trays, category drop trays and lock box trays all landing in July as part of a major range review. We were launching exclusively in Boots UK and they were going big!
We set our ambitions high. We wanted groundbreaking top shelf permanent POS that would attract, educate and drive purchase of our Durex ranges which help consumers play longer, stronger and harder.
Then followed the usual; briefs to suppliers, initial visuals, rounds of amends to satisfy all parties both internal and external, PAGB approvals, prototypes, some sleepless nights and eventually, after a few short months, full sign off and the relief that it would all deliver on time, in full.
This is by far the biggest and most complex launch I have worked on for a single customer and personally, I think we nailed it! The POS and general activation looks fab and it’s been such a pleasure to be part of such a fantastic project team internally, as well as working with Boots and our suppliers alike. Many thanks to all involved for making this such a successful launch. This really was such a team effort across all touchpoints and I’m really proud and lucky to be a part of that.
Next stop – winter meds season!
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