The second round of finalists for the 2011 Pyro Inspiration Awards, which recognise and award innovative on-pack devices as a standalone media category, have been announced in Johannesburg. The finalists of the bi-monthly awards go to the final round, judged by a panel of judges at a gala event at the end of the year.
The awards are split between Promotional and Informational on-pack devices and in this round, three finalists were selected in the Promotional category and one finalist in the Informational category.
The panel of judges included experts from the FMCG, media, marketing and communications industries. Among the judges were Danette Breitenbach from ADVantage Magazine, Avril Prior from Bantex, Lisa Mars from The Second Contact, Kim Millar from Time Square Advertising and Hayley Montgomery from Mortimer Harvey.
Finalists - Promotional category
The entries in the Promotional category were judged according to their originality (innovation, freshness, and design), impact (wow factor and selling power) and clever use of space (amount of information, relevance to product and functionality). The finalists were:
- Safari's cross-promotion with Tydstroom, which featured a Fix-a-Form leaflet label with recipes for chicken dishes using the Safari dried fruit products and included a discount coupon.
- Ultramel's single-layer label featured a peel-away label that could immediately be used to get a discount on the purchase of the product.
- Sibaya Casino in Durban used a pop-up promotion to advertise a competition where participants could win a car.
Finalist - Informational category
The criteria for the Informational category take into account the originality of the on-pack device (its readability, layout and creativity) as well as the clever use of space (amount of information, relevance of information to product, and functionality). It rewards brands for clever use of on-pack space to communicate important or relevant product information. The finalist was:
- Efekto Rosecare for its Fix-a-Form leaflet label scored high for the useful, relevant information it contained and for the consistency of the label with the rest of the packaging design.
The next group of entries will be judged at the end of May in Cape Town.
