Case Study:Designing Pyrex Point Of Sale Consumers Can’t Ignore

Designing Pyrex Point Of Sale Consumers Can’t Ignore

Pyrex UK’s marketing manager approached WrightObara aiming to solve a years-old issue for the cookware brand. She highlighted how she’d seen various attempts at communicating the benefits of its borosilicate glass fall flat over her years working with the brand.

Rising to the challenge, here’s how WrightObara created a trade campaign that would succinctly communicate the benefits of its glass, engage a trade audience, and give way to a wealth of attention-grabbing Pyrex POS (Point of Sale) material.

Congratulations to you and your team for a great job (even working until midnight) to create this product video. I have made a lot of cookware product videos for Tefal and Pyrex and I believe this is the best yet… while the timing has been the shortest!Quentin Billet, Product Manager, Pyrex

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Designing Pyrex Point Of Sale Consumers Can’t Ignore

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Designing Pyrex Point Of Sale Consumers Can’t Ignore

WrightObara was challenged with creating a concept that communicated the benefits of borosilicate glass effectively. “This was right up our street — communicating complicated messages in a simple, effective and emotionally engaging manner,” says WrightObara’s Managing Director, Phil Wright. “Borosilicate glass is a very special type of glass. Amongst other benefits, it has incredible resistance to thermal shock, able to withstand being taken from a freezer at -20°C and put straight into an oven at 220°C. Most glass cookware is soda-lime glass which would crack under the same conditions.”

Creating THECONCEPT

Designing Pyrex Point Of Sale Consumers Can’t Ignore

WrightObara came up with an elegantly simple but highly effective concept. “We decided to focus solely on the thermal shock capabilities of the glassware as we felt this was the strongest product feature. We created a simple split screen,” says WrightObara’s Creative Director, Jan Obara. “On one side, the Pyrex dish in a freezer. On the other side, the same

dish in an oven. The freezer portion displaying ‘-20°C’, the oven portion displaying ‘220°C’. It wasn’t rocket science, but previously they had been over-complicating the messaging. Often, the simplest and easiest to understand concepts are the most powerful.”

-20°C +220°C

WrightObara also created succinct messaging celebrating the Pyrex brand, stating, ‘There’s glass, then there’s Pyrex.’ This messaging, paired with the simple split screen and temperature concept, effectively communicated the benefits of the glass, glorifed the brand and would engage consumers.

Designing Pyrex Point Of Sale Consumers Can’t Ignore

Creating Engaging MESSAGING

“Pyrex orginally wanted to use the term, ‘borosilicate glass’ when extolling its benefits. However, borosilicate glass on its own isn’t Pyrex,” says Wright. “Other manufacturers produce borosilicate glass, so every time you mention borosilicate glass, Pyrex’s competitors would be celebrating as you’re communicating their products as much as your own. Pyrex would effectively have no USP. We told Pyrex it already had a strong brand. That’s what’s special about its glass — it’s Pyrex. It can do it because it’s Pyrex.”

Pyrex UK’s marketing manager took the designs to the international team in Paris. The concept was highly praised and WrightObara secured the contract to work on future Pyrex campaigns.

CREATING OWNERSHIP

Designing Pyrex Point Of Sale Consumers Can’t Ignore

Creating The POS MaterialThe Pyrex team loved the concept and commissioned WrightObara to produce a trade campaign introducing its new product, ‘Cook & Go’. Like all of Pyrex’s glass products, Cook & Go can be taken from a freezer and put straight into the oven. It also has a leak-proof lid and is microwave safe. WrightObara’s initial split-screen concept was transformed into a fast-paced breakdown of the product’s features and benefits, ideal for convincing stores to range the product, outlining why consumers would want to purchase it.

This integrated campaign was extended from an initial video to include online and print advertising, POS material and Out-Of-Home advertising. “It was important to ensure a strong link to any consumer advertising in our POS material,” says Wright. “The split-screen concept was so simple and easy to understand it was straightforward for us to transform it into a range of highly effective POS materials including shelf-edge strips, header boards and wobblers.”

“An important aspect of all good POS design is a clear and concise message,” adds Obara. “Consumers could instantly understand the benefits of Cook & Go with the split-screen concept. The POS material also utilised bright and contrasting colours which helped to grab attention before succinctly conveying the key message.”

Working with WrightObara is working with a great team, who understand our needs and our demand for a quick turnaround. They are very creative, deliver when we have a crazy deadline, give advice when we don’t know... Quite simply, a real partner.Déborah Zenou, Senior Product Manager, Pyrex

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To date, the video has been translated into 17 languages for use across the globe.

RESULTS The Pyrex Point of Sale material was used in a number of large retailers, including John Lewis, Tesco, and the French hypermarket, Carrefour.

Designing Pyrex Point Of Sale Consumers Can’t Ignore

NEED HELP?From shelf strips to hanging banners, floor vinyls to wobblers, we design traditional point of sale displays and high-tech digital POS that are both “brilliant and thought-provoking”.We inject both creativity and functionality into our POS displays, working with some of the world’s leading manufacturers and brands such as Pyrex, Evergreen Garden Care UK (Scotts Miracle-Gro) and Sony.If you’d like to discuss how we can help you create emotionally engaging POS material, call us now on:

020 70 60 2711

No sales pressure. No obligations. No fuss.