DS Smith rewarded with golden POPAI D-A-CH Award 2016

An extra creamy shower experience is the promise of the new shower foam bilou, the first product from YouTube star Bibi which start-up company nuwena is marketing with great success via leading German drugstore chains.

From the online world direct to the POS

Just as unusual as the product creations in the new brand, is the display which bilou's marketing and sales agency, Philosophy Brands GmbH, together with DS Smith, developed for its launch in November 2015. The striking combination of a life-size Bibi and a product-carrying display in the shape of a bilou shower foam canister has not just been a hit at the Point of Sale.

Numerous fans of the online icon have posted photos on the social networks, showing themselves buying the personal care product in front of the display. Viral dissemination of the promotion was helped along by a hashtag with a prominent siting on the secondary placement. Alongside professional implementation of the creative and eye-catching display, DS Smith made sure its simply assembled design provided high efficiency in the packing process, resulting in a decisive head start in the close-packed schedule for the bilou product launch. Not only fans have been convinced by this brand-consistent overall concept but also the POPAI D-A-CH jury, which rewarded the display and packaging strategists of DS Smith with a golden Indian.

With over three million mainly young female followers, Bibi is the most successful female YouTuber in Germany. For the market launch of her shower foam "bilou" on 12 November 2015 in dm Germany, with fragrance variants Tasty Donut and Creamy Mandarin, DS Smith and marketing and sales agency Philosophy Brands designed and produced in double-quick time a display with a perfect fit for both the visual preferences of young shoppers and the logistical demands of the situation.

To provide emotional appeal to buyers, the secondary placement with its black and white tiled plinth and corrugated cardboard dressing table imitated an everyday bathroom setting. The stars of this extravagant POS scene-setting are the display in the shape of an over-dimensioned bilou shower foam canister and, emerging from the side, a photo of the brand ambassador Bibi, alias Bianca Heinicke. Even from a distance, these two attracted the glances of young female customers in dm drugstores – and thus led their attention to the neatly ordered products in the open, sales-promoting design. And not only that: the lifesize Bibi inspired fans to take selfies with their "big sister on the Net". The display plinth gave a prominent place to the hashtag #bibisprodukt, to which many of the followers of the beauty expert posted photos of their purchasing experience on Twitter and Instagram.

Alongside the clean and natural-looking design, a perfect carrier for the brand message, the display also won points for optimal handling during the whole process. Once DS Smith had delivered the pre-fabricated components to the logistics partner of Philosophy Brands GmbH, the corrugated board could be quickly and easily assembled without any use of adhesive. This co-packing guaranteed low-cost, time-efficient packing processes. With its approach of favouring the whole Supply Cycle, DS Smith has not only secured high sales for the bilou brand but also achieved valuable time savings in the short time-to-market process.