Unprecedented Marketing Campaign Supports ‘Harry Potter’
Captivating displays visualizing Harry, Ron and Hermione are being used as part of Warner Home Video's most comprehensive marketing campaign ever supporting the release of “Harry Potter And The Sorcerer's Stone” on DVD and VHS.
The comprehensive advertising, merchandising and promotional campaign will include national broadcast, print, radio, in-school, and outdoor venues, generating over 12 billion impressions. Coca-Cola will also support the DVD and VHS release of Harry Potter And The Sorcerer's Stone when it is released in May. From behind-the-scenes interviews and additional scenes that have never been seen before, to a shopping excursion down Diagon Alley, audiences will become well acquainted with the characters and secrets of the wizard realm.
Merchandisers will be offered in a variety of sizes and configurations, and three-dimensional set-ups featuring nearly life-size characters, will ensure fun, traffic-stopping displays. Pre-street POP elements include “owl” street signs, tri-cards, floor graphics and window clings.
Consumers can receive a free movie ticket to see Harry Potter And The Chamber Of Secrets in theaters (November 2002) when they purchase Harry Potter And The Sorcerer's Stone plus any two best-selling WHV titles. This promotion will be supported by a “FREE Harry Potter And The Chamber Of Secrets MOVIE TICKET” merchandiser with tear-pads.
United American Video Features Futuristic Display
United American Video Corp., Fort Mill, SC, is using this display to gain attention for its budget priced DVD’s in the mass marketplace.
The unique circular shape of the display and the high impact graphic convey a ‘high-tech’ futuristic look.
The 48-count prepacked display occupies a small footprint in the store (23” long x 15” wide x 59” high.) The display contains a large assortment of product, with 12 different DVD titles always visible to the consumer.
This display was created for United American Video Corp. by Smurfit Stone Display Group, a point-of-purchase display firm, headquartered in Richmond, VA.
Display Supports Nivea For Men Shaving Balm Launch
The Nivea For Men Shaving Balm Powerwing/Floorstand provides retailers with a versatile and attractive display vehicle supporting the national launch of Beiersdorf’s Nivea For Men products.
The Shaving Balm Display has been highly effective; spurring both open stock sales as well as repeat business for the Shaving Balm display itself. A production run is scheduled for 2002, which will jointly promote a Nivea for Men Scrub, via an on-pack to the established product, Nivea for Men Shaving Balm.
The display has been successfully placed in most mass drug, supermarket and department stores.
The Nivea For Men Shaving Balm Powerwing/Floorstand display was produced for Beiersdorf, Inc., by Triangle Display Group, a p.o.p. display firm located in Philadelphia, PA.
Oxford Innovations, Division of Tim-Bar Corporation, New Oxford, PA, will be showing this QuickBooks 2002 Arrow Floor Display which Showcases the entire product line-up on a single side of the display. This year’s design delivered an innovative look and feel that definitely told the customer there was something dramatically new from QuickBooks. Retailers have been enthusiastic in their buy-in and support of the display. To learn more about this display, contact David C. Benfield at POP Marketplace, Booth 7419; or call 717-624-3500.
BIC EARLY BIRD BACK-TO-SCHOOL PALLET FOR STAPLES. This unit offers the retailer an easy to use, attractive pre-packed display with a varied product mix in time to help the retailer identify the ‘hot’ items to stock the shelves with when the selling cycle is still viable. Sell through was excellent. Created by Triangle Display Group, 601 E. Erie Avenue, Philadelphia, PA 19134.
EIFFEL TOWER FLOOR DISPLAY. The display is a clear and recognizable representation of France’s Eiffel Tower and provides a unique and effective marketing vehicle for a new line of European travel books. Shoppable from four sides, book titles are visible having full front cover exposure due to clear plastic strips holding the books in the trays. Created by Oxford Innovations, Division of Tim-Bar Corporation, 201 South College Avenue, P.O. Box 189, New Oxford, PA 17350-0189.
BDF Q10 PLUS PDQ FOR WAL-MART. This display is part of a 2002 re-launch of Q10 with “Biotin.” The initial order quantity of 5,500 indicates that Wal-Mart will be featuring more than one of these displays per store, an indication of its projected reception in the marketplace. The unit efficiently features four re-formulated Q10 products. Created by Triangle Display Group, 601 E. Erie Avenue, Philadelphia, PA 19134.
Triangle Display
3M ERGONOMICS FLOOR DISPLAY. This display’s design structure incorporates many required features: meets retailer's size specifications for a floor display while providing maximum visibility of product packages, easy for consumer to shop and to return unwanted product into display, ships pre-packed to retailer and is sturdy enough to withstand weight. Created by Smurfit-Stone Display Group, W225 N16712 Cedar Park Court, Jackson WI 53037.
BARNEY/HIT CANTILEVERED DISPLAY. This display design is a new way for Hit to promote its popular Barney video series. It features a cantilevered shelf design that adds both dimensionality and interest to the display. It features a “larger than life” sized Barney standee. The unit ships to stores prepacked and is assembled in minutes on the selling floor. Created by Taurus Display Corporation, 1111 Union Avenue, Cherry Hill, NJ 08002.
ICEBREAKERS GRAVITY FEED FLOOR DISPLAY. This display is easy to assemble and offers bold graphics in a compact footprint which holds four cases of product. The unit can be easily replenished and provides product type and flavor flexibility. It is shoppable from four sides and gravity feed allows for ease of product flow. Created by Oxford Innovations, Division of Tim-Bar Corp., 201 South College Ave., P.O. Box 189, Oxford, PA 17350-0189.
Tommy Boy Records Corrugated Floor Display
This corrugated floor display was custom printed for CD’s, DVD’s and Audio Cassettes. The base is printed 1 color K.O. with gloss varnish; tray 1 color with gloss varnish and the header 4-color with gloss varnish. The display is used as an “instant promotion” vehicle as the base is printed with generic brand I.D., a record label, while the header can be created within five working days for truly “instant” promotions. This display was used to promote the release of a new CD by the successful group “De La Soul.” The results were an increased awareness of the group’s newest release. The Tommy Boy Records Corrugated Floor Display was created by Alpak Manufacturing Corporation, 181 Boyd St., P. O. Box 339, Montgomery, NY 12549.
Planters Holiday Display
This display was designed to drive incremental sales of baking nuts during the holiday baking period. The display holds a large volume of product in a minimum of floor space. It gives the appearance of a permanent kiosk at a fraction of the cost. The unit is versatile to accept a wide variety of product assortments. Pre-fabricated components provide for quick assembly at retail. The display showcases the product and the Mr. Peanut character to leverage the Planters Brand Equity. This display proved to be so durable that many units remained in place for weeks after the intended 6+ week selling period. This Planters Holiday Display was created by Smurfit-Stone Display Group, 5200 South Airport Drive, Sandston, VA 23150.
Spalding Sports Worldwide Top-Flite XL 3000 24 Dozen Floorstand
This display was designed to create awareness with respect to the product improvements while giving the retailer a profitable, refillable unit that ultimately developed long term customers buying the same products in larger volumes. The floorstand is unique and innovative in many ways. The shape of the tray will carry through on all Top-Flite merchandising vehicles, providing instant brand recognition. The unit also promotes the entire product line and showcases the product on three sides with graphics accordingly, increasing visual impact and creating impulse purchases. The riser is printed offset 4-colors and varnish laminated to B flute singleface corrugated. The Top-Flite XL 3000 24 Dozen Floor Stand was created by Triangle Display Group, 601 E. Erie Avenue, Philadelphia, PA 19134.
Elmer’s Products Pallet Display
This display for Elmer’s Adhesive Products was created exclusively for Staples Stores. It is a Ľ pallet display with all components Direct Print. The design was required to be stable yet modular enough so that the product trays could be removed as the product was sold. The display was used for a Back To School Promotion which was successful and allowed for complete sell through of products. The Elmer's products Pallet Display was created by Archbold Container Corporation, 800 West Barre Road, Archbold, Ohio 43502.
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