DS Smith, an International Paper company, and leading global provider of sustainable, fibre-based packaging solutions, has partnered with the Carlsberg Group to develop a visually striking and fully recyclable display solution as a part of the strategic launch of Carlberg`s premium beer brand, Kronenbourg 1664 Blanc, to the German marketplace.
The fibre-based corrugated cardboard point-of-sale (POS) display, designed for high-impact visibility, features a contour-cut bottle silhouette, refined offset printing with varnish finishing, and a printed inner cover that enhances the premium look and feel of the brand. In addition, the DS Smith design is intended for positioning across key retail zones – including gondola heads, entrance areas, checkout zones, and for presentation as a freestanding multi-display. The packaging design and solution is proven to be a powerful tool in attracting shopper attention and driving engagement.
“The launch of 1664 BLANC in Germany was a key milestone for us, and DS Smith’s display played a crucial role in bringing the brand to life at the point of sale,” said Franz Engelhardt, Channel Marketing Manager 1664 Blanc, from Carlsberg Group, Germany.
Its premium look and eye-catching appearance, combined with sustainable materials, helped us create a memorable first impression and a successful market entry.”
The POS display’s success in-store is evidenced through increased shopper interaction and strong brand visibility within a competitive retail environment, and its modular design allows for flexible placement and scalability – making for a versatile option for both large and small retail formats.
Beyond its visual appeal, the display is created entirely from monomaterial corrugated cardboard material, and the unit is 100% recyclable.
Additional printed support elements serve to reinforce the structure of the overall packaging during shipment, and to maintain the aesthetic integrity of the display, while the smart use of coated kraft liner paper ensures durability – reducing the need for plastic or composite materials.
“At DS Smith, we specialize in developing impactful display solutions that not only elevate brand presence, but also support the circular economy,” said Ronny Paassen, Strategic Account Manager at DS Smith. “This project with Carlsberg is a great example of how sustainable design and material innovation can deliver both performance and environmental responsibility.”
