Tokinomo has once again demonstrated its leadership in retail innovation, taking home a Silver award at POPAI Brazil 2024 for an eye-catching in-store activation developed for Amstel Vibes, a brand under the Heineken Group.
The recognition came in the "Displays and Merchandising – Alcoholic Beverages and Tobacco" category and was awarded for a campaign created by Outpromo and supported by Creative Display, Tokinomo’s local partner in Brazil.
This latest win adds to Tokinomo’s growing list of international accolades and reinforces its position as an innovator in the world of in-store marketing automation.
A fresh take on the ready-to-drink segment
Amstel Vibes, launched by Heineken in 2023, marked a new chapter for the brand in Brazil. Offering two fresh flavors, Strawmelon and Lemon, the ready-to-drink product was positioned as the go-to choice for light-hearted, casual social moments.
But with new entrants regularly flooding the RTD segment, Heineken needed more than a sleek can and clever branding. They needed a point-of-sale experience that would stop shoppers in their tracks, and that’s where Tokinomo’s motion-driven in-store technology came in.
The challenge: creating a glow that pops
The campaign’s objective was to communicate Amstel Vibes' unique features, particularly the UV-reactive neon design elements on the can, and to engage consumers across three major Brazilian cities: São Paulo, Minas Gerais, and Rio de Janeiro.
The solution? A futuristic shelf activation that combined motion, light, and localized voice-overs into a sensory retail experience.
The solution: retail tech meets regional vibe
At the heart of the campaign was a compact but eye-catching Tokinomo Shelfobot POP display. This featured:
- A motion sensor to detect passing shoppers.
- A UV cradle to highlight the product’s hidden glow elements.
- Tokinomo’s arm gently pushed the can forward, simulating a product being offered directly to the consumer.
- Voice-overs in regional slang, which not only described the product but also brought a local cultural touch to each store activation.
The results were both surprising and delightful: consumers encountered a self-animated, glowing beverage, engaging them with phrases they recognized from their own community. It turned a routine shopping trip into a brand interaction they’d remember.
“We built an activation in partnership with Tokinomo, whose main points were to highlight the glow of Vibes and surprise different regional consumers in their often passive purchasing journey. [...] So every time consumers passed in front of the Vibes shelf, it was as if the company was delivering the innovation for summer directly into their hands.”
Jamille Reimberg, Business & Growth Manager at Outpromo
Strong market penetration across Brazil
The campaign ran across 40 supermarkets in three cities, exposing thousands of consumers to Amstel Vibes through an immersive experience.
In terms of media and PR impact:
- The campaign achieved 23 media insertions.
- It reached over 102,000 people.
- It was also covered in Brazilian media by Heineken, amplifying brand visibility well beyond the store floor.
Recognition at POPAI Brazil 2024
The POPAI Awards (Point of Purchase Advertising International) are among the most respected honors in the retail and shopper marketing industry. Held annually in various countries, these awards recognize creativity, innovation, and effectiveness in point-of-sale activations. The Brazilian edition is particularly competitive, highlighting standout campaigns that combine visual impact with strategic insight.
The POPAI Awards celebrate creativity, innovation, and results in retail marketing. Winning Silver in such a competitive category confirms that this project wasn’t just visually appealing; it was also strategically powerful.
The campaign not only resonated with consumers but also impressed industry judges for its:
- Innovative use of in-store robotics.
- Integration of regional customization in messaging.
- Smart use of product design as a storytelling element.
- Strong alignment with Amstel Vibes’ youthful, high-energy branding.
This is not the first time Creative Display has implemented a campaign with Tokinomo Shelfobot and won a POPAI award. Back in 2022, they created an engaging seasonal activation for Fanta with Tokinomo Shelfobot. The “Fanta Misterio” Halloween campaign managed to win the 1st place in the technological solutions category at the POPAI Awards.
A win for collaboration and creativity
This project was a cross-functional success, bringing together:
- Tokinomo’s retail technology.
- Creative Display’s expertise in Tokinomo’s technology.
- Outpromo – OMG Brazil’s strategic and creative direction.
- Heineken Group’s brand vision for Amstel Vibes.
Every partner contributed to a campaign that turned technology into an emotional connector, a rare and valuable achievement in in-store marketing.
More awards to come
Tokinomo continues to push the boundaries of what’s possible in retail activation. With more campaigns underway, the Amstel Vibes activation stands as a powerful example of how creative technology can enhance consumer experiences in physical stores.
Stay tuned to our News blog for more updates on innovative activations and award-winning campaigns.
