M&M's
Display Ready Packaging
Mars Wrigley engaged us to design a new shipping carton capable being both a shelf-ready carton for aisle use, and a display unit for end-of-aisle promotions.
The new design had to run at current speeds through the filling and palletisation equipment in the factory, whilst also providing the strength, stability and shopability of traditional display units.
Working collaboratively with the team at Mars, Birdstone developed a Display Ready Packaging (DRP) M&Ms shipper carton that transforms into an in-store display.
The DRP replaces the existing SRP providing the flexibility to use existing or new stock to create and replenish in-store displays while reducing packaging material, waste, handling and cost. Building display units from the existing shipper is more sustainable, reducing the amount of packaging material required to make each POS display unit.
The DRP proves that flexible retail presentation can be achieved without compromising the supply chain performance of the packaging. This redefines how in-store promotions can be successfully executed with reduced labour and improved sustainability.
Even with additional POS shrouds and headers added, a DRP display requires 50% less POS material as traditional units. A reduction in set-up time has also had a positive effect on the workloads and efficiency of merchandising teams.
Our innovative DRP design extends the capabilities of the SRP format to provide many commercial, sustainable and logistical benefits. It's about doing more with less.
– Grant Davies, Birdstone Design & Strategy Director
