DOT 25-Year Retrospective

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DOT 25-Year Retrospective

By Charlie Menchaca - 09/01/2019
DOT 25-Year Retrospective

For the past 25 years, the Path to Purchase Institute has recognized the very best in marketing and merchandising at retail through its Design of the Times awards program. In recognition of this milestone anniversary, the Institute this year is conducting a special three-part retrospective to celebrate the “Best of the Best” from the program’s first 25 years.

The 4 C's of Effective In-Store & Digital Activation

  • Command attention
  • Connect with the shopper
  • Convey information
  • Close the sale

In conjunction with executives from MarketingLab/SellCheck, we evaluated the top winners through the years to identify the in-store campaigns that represented truly breakthrough thinking and innovation, applying the “4 C’s” of effectiveness that MarketingLab devised in 2010. The groups also looked beyond the top winners to recognize other noteworthy campaigns. Please enjoy this presentation of the industry’s finest work of the last 25 years. We’ll recognize more programs in the October and November issues, and then unveil the “Best of the Best” in November at the Path to Purchase Expo.

Sally Hansen + Crayola InstaDri Collection

Sally Hansen + Crayola InstaDri Collection

Retail Category: Drug

Client: Coty Inc.     

Entrant: Menasha

Size of run: 6,100

Won: Platinum 2018

Comment: The objective here was to launch a partnership collection between Crayola and Coty’s Sally Hansen brand to increase sales for the latter’s Insta-Dri nail polish line.

Mountain Dew Cooler Door Bottle

Mountain Dew Cooler Door Bottle

Retail Category: Convenience

Client: PepsiCo

Entrant: Great Northern Corp.

Size of run: 1,000

Won: Platinum 2011

Comment: This design was a distinctive way to utilize a large untapped piece of convenience store real estate without obscuring product inside of the cooler.

Disney Infinity Display Program

Disney Infinity Display Program

Retail Category: Mass Merchant

Client: The Walt Disney Co.

Entrant: Design Phase Inc.

Size of run: 6,825

Won: Best of the Times 2014

Comment: This display needed to be interactive, allowing the consumer to place a figurine onto the base pad and receive a description of that character in a virtual scene. 

Wii U Interactive Retail Display Program

Wii U Interactive Retail Display Program

Retail Category: Mass Merchant

Client: Nintendo of America

Entrant: Frank Mayer and Associates Inc. and AGI In-Store

Size of run: 6,182

Won: Best of the Times 2013

Comment: Once consumers were drawn to the display at retail through the LED lighting, brand recognition and video content, they were encouraged to pick up the Wii U Game Pad and engage with the display.

Wakerfern

Locally Grown Produce In-Line Gondola Display

Retail Category: Supermarket/Grocery

Client: Wakefern Food Corp.

Entrant: Pratt Industries

Size of run: 333

Won: Best of the Times 2012

Comment: The objective here was to provide consumer awareness on the quality of locally grown produce with a multi-positioned, thematic barn campaign.

Dr. Scholl’s Custom Fit Orthotics Kiosk

Dr. Scholl’s Custom Fit Orthotics Kiosk

Retail Category: Supermarket

Client: Schering-Plough

Entrant: Mechtronics Corp.

Size of run: 150

Won: Best of the Times 2007

Comment: This display was developed to support the launch of a custom orthotic product and determine for the shoppers which product best suits their particular foot condition. 

Wonka Rolling Endcap

Wonka Rolling Endcap

Retail Category: Specialty

Client: Nestle Confections & Snacks

Entrant: RockTenn Merchandising Displays (now known as WestRock)

Size of run: 50

Won: Best of the Times 2010

Comment: This display captures the magic, whimsy and unpredictability of Wonka by leveraging brand equities of color and shapes. 

Rock Band 2 Interactive Kiosk

Rock Band 2 Interactive Kiosk

Retail Category: Consumer Electronics

Client: MTV Games

Entrant: Design Phase

Size of run: 1,500

Won: Best of the Times 2009

Comment: The objective here was to expand the cultural force of the rock and roll genre through the Rock Band music videogame, creating a destination interactive kiosk that establishes dedicated retail space and hands-on demo interaction. 

Rockwell Interactive Endcap

Rockwell Interactive Endcap

Retail Category: Home Center/Hardware

Client: Positec

Entrant: Meyers

Size of run: 1,800

Won: Best of the Times 2011

Comment: The display’s rugged look, its physical presence, powerful graphics and interactive nature all worked together to form a connection with shoppers.

The Smart Cycle A/C Powered Endcap

The Smart Cycle A/C Powered Endcap

Retail Category: Specialty

Client: Fisher-Price Inc.

Entrant: Darko Inc.

Size of run: 575

Won: Best of the Times 2008

Comment: Children pedaled and played with this arcade-style toy in the store while parents appreciated the clear, informative details accompanying the display. 

Xbox 360 Kiosk Program

Xbox 360 Kiosk Program

Retail Category: Consumer Electronics/Entertainment

Client: Microsoft

Entrant: Design Phase

Size of run: 17,000

Won: Best of the Times 2006

Comment: The goal here was to offer interactivity, product trial, and product information to influence POS purchase decisions with a focus on leveraging efficiencies gained from Xbox kiosks.