DS Smith, an International Paper company and a leading global provider of sustainable, fibre-based packaging solutions, has joined forces with the Carlsberg Group to craft an eye-catching and fully recyclable display solution. This collaboration supports the strategic launch of Carlsberg’s premium beer brand, Kronenbourg 1664 Blanc, in the German market.
The fibre-based corrugated cardboard point-of-sale (POS) display is designed for maximum visibility and features a contour-cut bottle silhouette. Enhanced with refined offset printing and varnish finishing, the display also includes a printed inner cover that amplifies the premium look and feel of the brand. Moreover, the design by DS Smith is tailored for optimal positioning in key retail zones—such as gondola heads, entrance areas, and checkout zones—and can be presented as a freestanding multi-display. This innovative packaging solution effectively captures shopper attention and boosts 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,” stated Franz Engelhardt, Channel Marketing Manager 1664 Blanc at 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 display’s success is reflected in increased shopper interactions and strong brand visibility within a competitive retail environment. Its modular design offers flexibility for placement, making it an adaptable option for both large and small retail formats.
Importantly, beyond its visual appeal, the display is crafted entirely from monomaterial corrugated cardboard, making it 100% recyclable. Additional printed support elements strengthen the packaging during shipment and maintain the aesthetic integrity of the display. The intelligent use of coated kraft liner paper enhances durability, minimizing the reliance on 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,” remarked 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.”
DS Smith is committed to facilitating a transition to a circular economy across its thirty-four global markets, focusing on delivering sustainable circular solutions. Their Now and Next sustainability strategy aligns with the mission of Redefining Packaging for a Changing World. The company’s circular business model is pivotal within the food and drink packaging, FMCG (Fast-Moving Consumer Goods), food and beverage, automotive, and industrial sectors, enhancing their value chains.
For additional information, please visit http://www.dssmith.com.
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Discover further insights at www.carlsberggroup.com/who-we-are/about-the-carlsberg-group.
