P&G x dm 50 Years – Trade Fair Booth “Looking forward to the future”
Task & Goals
To mark dm’s 50th anniversary, the year 2023 was shaped by the guiding theme “Lust auf Zukunft” (“Looking forward to the future”) – with a clear ambition: not to look back, but to focus on what comes next. For P&G, this created the opportunity to take part in the anniversary programme with a dedicated trade fair presence and actively contribute to the platform.
The objective was to present P&G in a holistic, category-spanning way, while giving key brands the space to shine with their own distinct activations. The focus was not purely on product messaging, but on creating an experience that turns dm employees into the most relevant multipliers: the booth was designed to excite, inspire, spark reflection and invite participation – with a strong emphasis on fun and co-creation, as the events take place on Sundays.
Idea & Implementation
Guided by the overarching narrative “For a thinkably better tomorrow”, EAST END developed a modular booth concept that could be flexibly adapted to different floor plans – sometimes more square, sometimes more rectangular. This resulted in a set-up that could be rolled out consistently across multiple locations while still allowing for local adjustments.
In terms of content, the booth was structured into a central P&G corporate area and several brand zones. Each brand area featured its own activation and experience format, tailored to its specific theme and occasion: Pampers celebrated its 50th anniversary, Oral-B its 60th, Ariel joined with the WWF, and Gillette focused on an activation built around gaming and personalisation.
Rather than functioning as a classic trade fair stand, the space was designed as an interactive experience hub – with formats that actively engaged employees, encouraged participation and supported real-life advisory competence for everyday in-store interactions. Thanks to the modular structure, content and activations could be adjusted flexibly without losing the overall narrative thread.
Result
With this booth concept, the anniversary platform “Lust auf Zukunft” became an experience-led stage for P&G: the company was able to position itself as a holistic partner of dm while giving its brands a clear and individual presence. The focus on interaction, fun and participation ensured that dm employees were not only informed, but truly involved – and activated as potential brand ambassadors.
The result was a trade fair presence that created more than visibility: it built real connection between retail partner, employees and brands – in the spirit of a “thinkably better tomorrow”.
