One of the brands falling under Akzo Nobel Creative Coatings is CetaBever. In the spring of 2007, Cetabever wanted to create a shelf experience in the DIY shop so as to increase interest in the brand.
"Senta is, in my view, a team that keeps a close eye on the emotional sphere of the shopper and that understands how you can capitalize on these emotions."
Jeroen Horbach, Akzo Nobel
What makes a difference is that CetaBever is daring to ‘sacrifice' facings in front of point of sale. They have introduced the Shelf Point of Sale, a presentation box that is attached to the sales shelf. Akzo Nobel was looking for inspiration for the design of these boxes and asked Senta to deploy their expertise by means of a brainstorming session. Jeroen Horbach from Akzo Nobel: "Senta occupied itself chiefly with the emotional completion of the concept and addressed the values attached to this. During the brainstorming session it became clear that we were unclear on the core values of our brand. We have worked on this, with the end result being appropriate mood boards with the CetaBever brand. On the basis of these mood boards the values are set. This was important input for our briefing for the design of the SPOS box. The collaboration with Senta went very well and was a pleasure. Senta is, in my view, a team that keeps a close eye on the emotional sphere of the shopper and that understands how you can capitalize on these emotions."
In co-creation Senta developed a multisensory stand where you can see, feel, hear, touch and even taste Flexa paint.