Simpson Group is proud so say that this retail display for Jim Beam was awarded a silver prize at the POPAI Awards 2014.

The Challenge

An all-in-one product was required by the client Jim Beam to display the largest amount of merchandise as possible in a limited footprint. It needed to be strong enough to carry a heavy weight and to have a distinctive and on-brand aesthetic, representing something ‘iconic’ to Jim Beam.

Simpson-JimBeam5-Stillhouse

The Solution

The interpretation by Simpson Group involved researching the Jim Beam brand (currently and historically) and developing a visual style that would be harmonious with this, while bearing in mind the size restrictions and performance demands. This research led to the discovery of the Jim Beam Stillhouse in Kentucky, which was inspiring due to its imposing physical appearance and its angular shape – which was highly suited to an FSDU style point of purchase product.

Simpson-JimBeam4-Development

The Result

A period of research and development in replicating the stillhouse, on a small enough scale to suite the end user, yet maximising the product capacity, resulted was a compact yet striking display.

It is capable of holding 240 x 75cl bottles of Jim Beam (at a combined weight of 264kg) with the dimensions 1060mm width x 950mm depth x 1560mm height.

The display communicated the visual style of the Jim Beam brand and gave an insight into the origins of the product, by recreating the place it is made in the place it was born.

Practically speaking, it is capable of holding £4,200 worth of stock (240 x £17.50 per unit) within a footprint of approximately 1 square metre.

 

Simpson-JimBeam1-Product1

Ongoing Performance

The Stillhouse and supporting display units has been part of the overall Jim Beam Make History campaign for 2014, which has helped contribute toward the brand seeing +40% growth.*

In Tesco specifically this gave:

  • 9 stores with front foyer Still House Display
  • 187 stores with side stack display
  • 50 stores sampling
  • Total Sales +230% uplift, while category is +23% Val sales MAT

“The support we have had from Simpson has allowed us to take a brand concept and turn this into a real stand out feature in store which has received some great feedback from our customers.”

Paul Seenan, Customer Marketing Manager, Maxxium UK