The campaign, which was created by London-based agency Astound, featured mobiles, panels and freestanding units, produced from double-sided mirrorboard and silver polyester.

Over 1,000 panels were printed and then foil blocked in red and gold, covering a 600x500mm area. The foil blocking was outsourced to Bezier supplier Celloglass.

Bezier profit improvement manager Gary Firth said that the job had one of the largest areas of foil blocking undertaken by the company.

Its quite tricky to get the heat and pressure right for a job of this size. We did trials to get things right, said Firth.

Apart from its size, the foiling was a complex job because of the star-shapes in the design.

Superdrug Stores promotions and POS manager Zoe Meyer said that the foil blocking had helped to create a Christmassy atmosphere in the companys 700-plus shops.

PoP is a vital part of Superdrugs marketing strategy and service to its customers. The Christmas campaign is particularly important in order to draw customers attention to the gift area of the store, said Meyer.

Bezier, which was formed in May 1998 after a management buyout from the Wace Group, employs 450 at its five sites including London, Bristol, Poole and Marlow.

The company was ranked 42 in PrintWeeks Top 500 2003 with a turnover of 39.85m and a pre-tax profit of 1.05m.

Story by John Davies