A World Cup campaign that delivers results on the retail floor

The challenge

How do you ensure that a nationwide campaign has the same impact at the point of sale?

The display needed to capture shoppers' attention instantly, communicate the promotion clearly, and reinforce the strong association between Jupiler and the Red Devils. In addition, the concept had to work across different retail environments, allowing retailers to choose the solution that best suited their available store space.

The solution

We developed two complementary display solutions that together created one consistent campaign identity.

The floor display delivered a powerful brand presentation with maximum product capacity, creating a highly visible presence in the shopping aisle.

In addition, we developed an Ellipse display: a more compact solution carrying the same strong campaign message, while offering greater flexibility for locations with limited space or where additional activation points were desired.

Both displays featured the same recognizable World Cup visuals, Jupiler branding, and promotional messaging. As a result, the campaign remained consistent and instantly recognizable, regardless of the display format.

More than a display

Retail is where marketing and sales come together. It is where the brand promise becomes tangible and a campaign transforms into a real shopping experience. A well-designed display supports this transition by not only showcasing products but also reinforcing the story behind the brand.

This translation is especially important during major brand activations such as a World Cup campaign. Every touchpoint consumers have seen beforehand—from TV commercials and social media to packaging and promotions—ultimately comes together in-store. A display should therefore not retell the campaign but seamlessly continue it at the point of purchase.

That is exactly how we approach retail communication. We develop displays that are part of a broader brand strategy and contribute to a consistent brand experience, from the very first campaign touchpoint all the way to the shelf. Because when design, engineering, and shopper marketing reinforce one another, the result is a solution that not only stands out but also maximizes the impact of the campaign.