Shelf Ready & Display

Winner

Ben & Jerry’s ‘Wich

Official name of entry:
Ben & Jerry’s ‘Wich
Entrant: Carton Producer:
Brand Owner:
Structural Designer:
Contego Packaging
Cartonboard Manufacturer:
The well-organised deep freezer

In early October 2011, brand owner Unilever contacted Contego. The idea was to create a folded carton for eight separate Ben & Jerry ice cream bars. The problem was that ice cream bars had so far been placed loose in the deep freezers, which looked untidy. A solution was sought where eight ice cream bars could be placed in a folded carton and also that at least two cartons could be stacked next to each other.

The basis for the packaging concept was based on a table display, a novel concept, as the selling of individual ice creams was not common practice in retailing, normally they are sold in multi-packs. The new display is supplied closed to the trade. The upper part of the display can be removed via a tear strip and the eight ice cream bars are positioned neatly underneath. Contego recommended using a “Full Kraft Board” as material as this carton offers a certain water-resistance and is also strong enough. A precise time schedule had to be adhered to following the initial contact. The first folded boxes were delivered in mid-February, and the first trays were in the shops in June 2012.

Jury comments

A deceptively simple looking carton that was ideally designed to fulfil the function of containing frozen items during transport and then being simple to convert to a display and dispensing tray so the products could be easily selected and removed. The tear off section worked well and the internal fitment held the products well and made them easy to remove when required.

Finalists

Speick Natural Face Display

Official name of entry: Speick Natural Face Display
Entrant: Carton Producer: Chesapeake Branded Packaging
Brand Owner: SPEICK Naturkosmetik
Structural Designer: Chesapeake Branded Packaging
Graphic Designer: Karius & Partner GmbH
Cartonboard Manufacturer: Korsnäs
Sustainable and stable
A single piece, exclusive and ecological display solution for a new product development. The generous design area for recognition of the brand was requested by Speick. Only good reactions have so far been received from the retail trade.