Trident White Launches Mystery Smiles Promotion
Adams USA is launching the celebrity “Mystery Smiles” in-store promotion in support of the expansion of its Trident White sugarless gum line to feature a new spearmint flavor.
The Trident White Spearmint Mystery Smiles Sweepstakes will be prominently displayed on freestanding shippers in food, drug and mass stores. Consumers will have the opportunity to guess the identity of the “Mystery Spearmint Celebrity” and enter for a chance to meet the celebrity as part of a grand prize vacation package. The mystery celebrities were chosen for the promotion because of their stand-out, bright smiles. Consumers can enter the contest via mail-in certificates on in-store displays.
Thomas McPartlin, Director, Dental Care for Adams USA, said, “The new spearmint flavor and the Mystery Smiles in-store promotion will enable us to create even more interest and excitement around Trident White.”
Mike And Ike Display Features New Flavors
Just Born, Inc., Bethlehem, PA, is introducing Mike and Ike Buttered Popcorn and Cherry Cola flavors to its product line. The two new products will be shipped in March 2003 and will be available for a limited time.
A 72-count mixed floor display will help announce the product’s availability in an 8-oz. box. Traditional 2-oz. boxes will be merchandised in a 192-count mixed floor display.
“Mike and Ike is a movie icon as is popcorn, and now fans can watch a film and enjoy that popcorn flavor captured in a Mike and Ike candy,” said Joe Villiano, Assistant Product Manager for Mike and Ike.
Bauer Nike Hockey And Labatt Blue Run Joint Promo.
Labatt Blue and Bauer Nike Hockey have launched a promotional campaign merging the launch of Bauer’s Classic Supreme skate line and Labatt Blue, a classic Canadian pilsner and the third-largest selling import beer in the U.S. The program includes print ads and p.o.s. materials such as case cards, table tents, pennants and banners.
The program also features a consumer contest where consumers can win “The Supreme Hockey Party,” a street hockey party for 50 friends.
“Both brands have strong national product recognition and we found the best way to leverage our brand relationship and reach our target audience is through a dual promotion,” said Devin Kelly, Director of Marketing at Labatt USA. “The joint effort allows Bauer to promote its product through our wide consumer distribution outlets. In turn, Labatt Blue will leverage Bauer’s expertise to get close to the hockey enthusiast.” Troy Mohns, Bauer Nike Hockey’s Brand Director of Bauer, said, “A partnership between Bauer and Labatt Blue will benefit both brands, extending brand messages beyond current channels.”
Malt-O-Meal Unveils New P.O.P. System
Malt-O-Meal Co. wanted a p.o.p. display system for its line of value cereals that would accentuate its national brand comparison and value message.
Malt-O-Meal required a 5-tier cereal rack system that would showcase three different package sizes, as well as rail strips and aisle violators to complement the display.
“Our strategy was to group the cereals by package size by creating a color-coded visual display that would attract consumers’ attention,” said Randy Szarynski of Mackey Szar, the Minneapolis, MN-based design firm that created the new package and display system. “The use of colors helps consumers quickly understand the display layout, and how each Malt-O-Meal cereal flavor compares to the national brands.”
Choosing bright green for Malt-O-Meal’s entry level “Tastes Great” display, blue for its “50 Percent More” display and red for its “Super Size” display, each product information panel is bordered with the appropriate size’s color Aisle violators were created using the Cool Blue and Li’l Oaty characters and the Malt-O-Meal logo.
Seneca Foods Displays Apple Chip Store Pallet
Seneca Foods Corp. needed a custom-sized pallet that not only could support its product safely in shipping, but one that matched the high quality image it was presenting to consumers in its displays. Seneca also required that the pallet be lightweight and easy for retailers to handle.
Chicago, IL-based Excalibur Pallet Group, was selected to manufacture a high quality, custom pallet for Seneca’s Apple Chips. Excalibur customized its HDR Pallet to fit the needed size of 20" x 45". The HDR, normally used for heavier products, was perfect for the desired look.
Displays Launch Pepsi ‘Blue’
Pepsi’s new Pepsi Blue, featuring a berry cola fusion flavor and electric blue color is targeted to the next generation of cola drinkers. Special displays featuring contemporary graphics and dimensional lug-ons, grab the attention of the target audience.
The displays were fabricated using 4-color process litho to 200# B-flute corrugated.
The graphics were developed by Pepsi. Rapid Displays a Chicago, IL-based p.o.p. display firm, designed, engineered, printed, mounted, die-cut, assembled and packed the displays.
Pioneer End Cap Displays Meat Snacks
Pioneer Snacks is using this end cap free standing display to accommodate the complete line of Pioneer meat snacks.
The display was designed to appeal to the teen market with bright colors and unique tube graphic supports.
Through the use of modular hooks and trays, this unit satisfied five different plan-o-grams. The open-end design allowed easy placement of hooks and trays.
This Pioneer Snacks wire floor merchandiser was created by Kent Design & Manufacturing, Inc., a point-of-purchase display company located in Grand Rapids, MI.
Keebler Vanilla Wafers And Jell-O Pudding On Display
Keebler is using this display to merchandise Keebler Vanilla Wafer product in a secondary placement in grocery stores. The shelf extender offers customers boxes of Jell-O pudding for shopping convenience.
The three-shelf display is made of wire, sheet metal, and four-color process graphics. It is painted yellow and blue powder paint to match the exact branded colors of the Keebler Vanilla Wafers. The colorful graphics create an inviting image of a prepared dessert using both items offered for sale on the display.
The Keebler Vanilla Wafers and Jell-O Pudding display was produced by SMP Display Design Group, a point-of-purchase display firm located in Chattanooga, TN.
TUMS Displays Feature Firefighters In National Promo.
TUMS, a leading antacid brand for heartburn relief, is expanding its product family with the introduction of TUMS Smooth Dissolve antacid/calcium supplements. TUMS Smooth Dissolve chewable tablets feature a unique, creamy texture that dissolves quickly and completely for fast relief of heartburn.
In conjunction with the launch of TUMS Smooth Dissolve, GlaxoSmithKline is launching a cause-related marketing campaign supported via p.o.s. displays. Themed “TUMS Helps Put Out More Fires Than You Think,” the displays feature actual firefighters who have joined with TUMS and the First Responder Institute, a not-for-profit group providing assistance to emergency personnel nationwide, on behalf of the cause-related campaign. TUMS will donate $.10 to the FRI for each TUMS bottle purchased, up to $200,000, to help fire departments purchase equipment.
“TUMS has always been known for quickly putting out the fires within,” said Jeffrey Brown, V.P., Marketing GI/Wellness at GlaxoSmithKline. “And now TUMS will assist firefighters by giving them the tools they need to put out real fires.”
Pemmican Provides ‘Your Low-Fat Lunch Fix’ Promotion
Pemmican Beef Jerky, a brand of ConAgra Foods, Raleigh, NC, recently conducted a “Your Low-Fat Lunch Fix” retail promotion.
The brand is offering an instant redeemable coupon for 25 cents off all 4-ounce Natural Style Beef Jerky and Long Lasting Style Pemmican pouches.
“Your Low-Fat Lunch Fix” graphics are being featured on Pemmican displays and more than one million coupons are included on Pemmican pouches nationwide during the promotion.
“Consumers love meat snacks as an exciting alternative to candy bars and cookies for a quick snack,” said Tina Larson, Promotions Manager for Pemmican.
Office Depot ‘Store In Store’ Opens In Stop & Shop
Office Depot is introducing a “store within a store” in Stop & Shop stores across the Northeast, offering an assortment of more than 800 branded office supplies. The Office Depot “Store in Store” environment will feature office products including copier paper, ink jet cartridges, mailing supplies, writing instruments and school supplies.
“This alliance with Stop & Shop is an important strategic initiative for Office Depot,” said Bruce Nelson, CEO, Office Depot. “While we have a strong contract and e-commerce customer base in the Northeast, this alliance provides us with a tremendous opportunity to leverage our brand without significant four wall store investment.”
Sony & Pepsi Announce Joint Marketing Program
Sony Music Entertainment (SME) and Pepsi-Cola North America have unveiled plans for a multifaceted global marketing campaign. Beginning next summer in the U.S., radio advertising for Pepsi brands will feature “sneak previews” of songs from key SME artists, as well as a series of Pepsi-sponsored TV specials showcasing SME artists. The campaign will also include co-branded sales efforts at non-music retail outlets across the country, providing a dramatically expanded distribution platform for SME releases and unique cross-merchandising programs for Pepsi retailers.
“The three-part strategy of early awareness through radio exposure, exposure through television specials and superior point-of-purchase placement at non-music retail outlets will give our releases a significant advantage in the North American marketplace,” said Thomas Mottola, CEO, Sony Music Entertainment. “Our involvement with Sony music and their artists has been a real win for Pepsi brands over the years, and this next step is a natural extension,” said Antonio Lucio, Chief Marketing Officer, PepsiCo Beverages International.
Co-branded p.o.p. displays offering Pepsi products and SME CDs will be installed in high-traffic areas of non-music retail outlets, positioning music product as an impulse buy.
7-Eleven Features New ‘Cooler Fun Zone’
7-Eleven has introduced the ‘Cooler Fun Zone,’ a special beverage section targeted to tweens and teens. The new section in the cooler is at kids’ eye-level and features about a dozen different beverages with names like Tummy-Tickler, Baby Buddies, Cool Topz and Fun Water. For example, Elmo from Sesame Street tops a 9.5-ounce Fun Water; Clifford the Big Red Dog and friends are on Tummy Ticklers fruit juices; SpongeBob Squarepants and Jimmy Neutron are on Cool Topz drinks and The Simpsons are on Belly-Washers.
Debbie Wildrick, 7-Eleven Category Manager, said, “We’re targeting various ages with different characters and bottle sizes. It’s a virtual cartoon show in the cooler door.”
POPAI Reports On Advertising In Convenience Stores
In-store advertising in Convenience Stores boosts sales from 5 to 13%, according to new data released by Point-of-Purchase Advertising International (POPAI).
The use of advertising signage increased sales by 13%; advertising base wrap increased sales by 6%; and advertising through a pump-topper increased sales by 5%. In the same way, various messaging strategies drove sales increases; a mention of ‘savings’ or ‘cents off’' generated a lift of 36%; inclusion of a product photo generated a lift of 13%; and mention of price generated a lift of 8%.
CDI Reports On C-Store Atmosphere
Convenience store retailers desiring to attract female shoppers should focus first on the overall atmosphere of their units, rather than on the merchandise offering, according to CDI Group, a leading retail strategy, branding and design consultancy firm located in NYC. Women shop differently than their male counterparts, spending much more time engaging in the entire process and casting a critical eye on such elements as store layout, colors, organization, cleanliness, lighting, product location and information.
“The product assortment is of secondary importance to the female shopper, with the primary need being the overall environment-the look and feel of the retail space,” said Anthony Deen, V.P. of Design at CDI. “Therefore, it is of fundamental importance to develop branding and environmental design with this growing target in mind.”
Clearly, according to CDI, there is tremendous growth opportunity for c-stores to create environments that appeal to female customers. In so doing, they would enable shoppers to leverage the inherent convenience of their locations, while garnering extra value from a much more engaging, inviting experience.
New Pillsbury Frozen Breakfasts Introduced
Pillsbury has introduceed. Waffle Sticks with Dippin’ Cups, which come with individual cups of maple syrup. The Pillsbury Toaster Strudel pastries line is introducing two new flavors, Strawberry-Kiwi and Watermelon, which kids can decorate with green icing.
“Parents are looking for convenient and nutritious breakfasts for their kids,” said Maureen Brener, General Mills Marketing Director. “Kids want great tasting and fun food for breakfast. This is a perfect match.”
Colgate Herbal White Toothpaste Introduced
Colgate-Palmolive is introducing Colgate Herbal White, made with natural herbs and a gentle stain-removing whitening ingredient. Included in the Colgate Herbal White formula are: Melissa, known for its soothing properties; Eucalyptus, known for its energizing properties, and Lemon Extract.
A comprehensive introductry marketing plan includes media advertising, FSIs and in-store displays.
Pez Juice Brand Debuts
Leading Brands has launched Pez 100% Juice brand. The firm is initially introducing 28 Pez characters.
“Parents will be drawn to Pez 100% Juice because of its high quality and nutritional value and their children will be excited to see it in their lunch boxes because it tastes great and is a lot of fun,” said Ralph McRae, Leading Brands Chairman and CEO.
Excedrin QuickTabs Are Introduced
Bristol-Meyers Squibb Co., has introduced Excedrin QuickTabs, the first adult over-the-counter headache medication that melts in the mouth and can be taken without water for headache relief, anytime, anywhere. Market research has determined that most people experience headaches when they are not at home and don’t have access to water or when they are too busy to treat their headaches.
Excedrin QuickTabs are available in the pain-reliever section of grocery, drug and mass merchandise stores in spearmint and peppermint varieties.
Gillette Launches Sensor 3
Gillette Co. has introduced Sensor 3, a disposable razor with three independently spring-mounted Sensor blades that adjust to the curves and contours of the skin.
Sensor 3 is designed to appeal to committed disposable razor users who are looking for superior-performing shaving products.
Easy-Off Microwave Wipes Are Introduced
Reckitt Benckiser is introducing Easy-Off Heat-Activated Mircowave Wipes, the first cleaning product specifically designed to clean the tough interior of a microwave. Jane Lee-Sanders, Category Manager for Reckitt Benckiser, said, “Cooked-on spills make microwave cleaning one of the most challenging of all household chores."
Easy-Off Heat-Activated Microwave Wipes come in convenient pouches that are heated in the microwave to release a cleaning mist and a fresh lemon scent.
Pace Foods Partners With Rodeo Cowboys Association
Pace Foods has announced plans for a three-year sponsorship with the Professional Rodeo Cowboys Association.
Highlighting the brand’s Southwestern heritage and core message of enlivening food and mood with salsa, this partnership serves as the foundation for a campaign that introduces consumers to “trailgating,” a style of cooking that combines cowboy-style chuck wagon trail cooking with tailgate barbecuing.
With sponsorship messaging heavily featured both in-store and on-pack, bolstered by national advertising, a mobile marketing program and local market events, it will be one of the most comprehensive campaigns for the Company.
The Pace Trailgating Tour, is a mobile marketing program that will travel to rodeos throughout the three-year sponsorship. The traveling unit, built to represent the modern-day version of a Western wagon, will introduce consumers to “trailgating” via sampling, cooking demonstrations and interactive events.
“This is a natural and powerful partnership for the Pace brand,” said Sean Connolly, V.P., Marketing, Pace Foods. “The rodeo experience and lifestyle associated with this growing sport complement the long history of Pace salsa, its Western roots and its ability to enliven the food and mood of people who enjoy it.”
BIC’s New Triple Blade Shaver Introduced
BIC Comfort 3 is the Compan’'s first triple blade shaver, offering men and women a close shave at an affordable price. BIC Comfort 3 also features a specially designed handle with a Soft Feel Grip as well as DualStrip moisturizers, which release soothing aloe and vitamin E for a soft shave.
The product will be supported with high value FSIs, sampling and print advertising.
T.M Shea Offers Bi-Directional Sign Program
T.M. Shea offers a Bi-Directional Sign Program. This program offers 180° visual P.O. P. graphics messaging. The signs mount to a variety of promotional display systems using c-channels and sign grips.
The signs can be polystyrene or laminated card stock. 3-D vacuum formed signs with a contoured appearance can also be used. Lenticular signs can be used to create a 3-D effect or motion. The graphics can be easily changed for running new seasonal or special promotions.
For more information, contact T.M. Shea Inc., 984 Livernois Road, Troy, MI 48083.
Xbox And Budweiser Kick Off National Bar Program
Microsoft and Anheuser-Busch have developed an interactive program promoting Budweiser and Xbox in bars, clubs, and pubs during evening hours.
“The program with Budweiser provides great visibility for Xbox and our new Microsoft Game Studios games within a key adult audience,” said Cindy Spodek Dickey, Group Manager for Xbox at Microsoft. “This is the start of an ongoing marketing relationship for Anheuser-Busch and Xbox.”
The promotion provides an open-play format in which consumers 21 and older can play new video games while visiting bars and clubs.
A full line of Xbox/Budweiser point-of-sale materials and premium items support the promotion.
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