Unilever recognises POS importance for new Lynx Apollo launch

By Andrew MCDOUGALL contact

- Last updated on GMT

Unilever recognises POS importance for new Lynx Apollo launch

Related tags: Nasa, Unilever

Anglo-Dutch consumer goods giant Unilever has employed the services of STI Group to ensure that the Point-of-Sale display for its latest Lynx deodorant launch catches the consumer’s eye.

The design brief for the POS given by Unilever was to support the launch by bringing the brand to life in store, creating as many touch points as possible for consumers and retailers.

STI honed in on the space theme with star-like LEDs, floating shelves, sound modules and astronauts to help to bring outer space to retail stores.


Stockholding POS invited shoppers to test the new fragrance, while photo opportunity POS encouraged consumers to interact with the brand and share info on Unilever’s created Lynx Space Academy via social media.

The POS suite was adapted to meet the requirements of all retail partners, while remaining aligned with marketing objectives. A special space capsule outer containing a store POS kit was designed for ASDA.


As is the way with many of Unilever’s plans these days, sustainability is also a key theme, and this project with STI is no different; keeping with the product maker’s mission to double its business while halving its environmental impact.

This gave STI the opportunity to get creative and make something eye-catching whilst sticking to the sustainability guidelines; resulting in a POS that looks like plastic but is mainly designed in cardboard.

“Transparent helmet visors aside, the entire suite of POS was achieved without resorting to vacuum-forming. From curved trays and shelves to 3D rockets, the only shortage was plastic - not creativity,”​ says the carton expert.

As an added extra to wholesalers, Unilever rewarded them with a space shuttle, also designed and made entirely from cartonboard by the STI Line team. Each nose and tail assembly housed a full Lynx Apollo pallet display, encouraging independent retailers to profit from playing their part in the launch.

Related topics: Packaging & Design, Packaging

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