KitKat Icon F1 Island Display: a custom multi-module POS composition that elevates traditional product showcase through an engaging and interactive consumer experience in the retail space
The launch of the limited-edition KitKat Icon F1 range presented Nestlé and Communisis-Paragon Global Brands with a clear challenge: to bring the essence of Formula 1—speed, dynamism, and strong visual impact—to life through a compelling in-store presence. The objective was not simply to showcase the product, but to create an emotional environment in which consumers interact with the product, feel drawn to it, and ultimately make a purchase.
The project also had to comply with Nestlé’s corporate ESG standards. All POS materials were required to be manufactured from FSC®-certified biodegradable materials, without compromising quality, durability, or visual impact.
As part of the long-standing partnership between DIMEko and Communisis-Paragon Global Brands, a custom multi-module POS composition (Island Display) was developed and produced entirely from FSC® C150230 certified biodegradable corrugated cardboard. The composition facilitates 360° access to all displayed products at the point of sale and allows consumers to move freely around the structure in the retail space. With a total loading capacity of 200 kg, the concept goes beyond conventional product presentation by creating an engaging consumer experience and positioning the campaign as a “race” in which the brand competes for—and wins—the consumer’s attention and trust. The innovative installation was positioned in the central areas of major retail chains across Bulgaria.
“Abroad, it looked quite different—just a pallet display with a header on top, and that was it. But we decided to take it further and create a multi-module POS composition. The corrugated cardboard car at the center has all the necessary components to make it aerodynamic, high-performing, and the winner of the race at the point of sale.” — Geo Kovachev, Design, Preprint and Construction of POS materials and Advertising Products
The multi-module installation consists of a variety of POS elements, including Advertising Floor Displays with Plastic Holders in three different sizes, a promotional arch with columns, and a branded floor sticker that replicates a racing track and directs consumer traffic toward the display area. At the core of the composition is a custom-built corrugated cardboard racing car with dimensions of 2 m x 1.20 m. The structure incorporates tyres, a cockpit, spoilers, and numerous additional details, all produced from biodegradable corrugated cardboard. The racing car was developed as a standalone module, allowing it to be used independently—for example, as a striking feature at the entrance of a store. In-store installation is exceptionally quick and straightforward, as the DIMEko team prepared detailed assembly instructions for every component of the POS solution.
DIMEko operates its own manufacturing facility, maintains a fully integrated closed-loop production cycle, and has accumulated more than 23 years of experience in developing POS solutions for international brands and conglomerates. As an FSC® C150230 certified manufacturer, DIMEko combines technical expertise, high-quality printing, and sustainable materials, enabling the execution of large-scale and unconventional projects that meet the corporate requirements of companies such as Nestlé.
The resulting POS solution successfully fulfills several key objectives simultaneously: it captures consumer attention through a powerful visual presence, provides the capacity required to display substantial product volumes, and meets the highest standards of sustainable production.
Rather than functioning as a standard product display, the concept creates an immersive thematic experience that transforms the campaign into an emotional touchpoint between brand and consumer. As a result, KitKat Icon F1 does not simply occupy space at the point of sale—it dominates the retail environment and instantly earns consumer attention, engagement, and trust.
