POP (a form of sales promotion) is a general name of a broad product group. Some of these products can be considered as SRP (shelf-ready packaging), some as gift wrapping, and the others are extensions of pallet packaging. However, many more are linked to the packages through their design, often related to the package of the promoted (or in POP directly placed) product in terms of colour or shape. In
the article, we present a few examples from POPAI Awards for best communication and advertising tools in point of sale, held by the POPAI
Central Europe office. You will learn the trends showcased at this year’s competition. We confined these to the categories related to packaging. The category most busiest is called “store displays”, presenting packed products.