Braun's Syncro Razor Displayed In Club Stores
The Braun Shaver display was designed to create consumer awareness and educate them about the Braun Syncro razor and its benefits, including a unique self- cleaning feature.
The display was created for on-counter position in Costco and Sam's Club stores across the U.S. and was a radical departure from typical display vehicles in the electric men's shaver category. It encourages consumers to interact with the razor on impulse, rather than having to wait for a sales associate to remove it from under the counter, where most electric razors are traditionally kept. The display was engineered and manufactured with strength and durability in mind, which were crucial factors for the sometimes "rough and tumble" club store environment. Because the club store environment can be dark, high concept style and graphic layouts were implemented to allow the display to stand out and attract consumers.
According to Gillette, Braun's parent company, the display provided support during the period leading up to Father's Day, which is one of the largest selling periods for Braun shaving products and "exceeded expectations" in generating sales. The Braun Syncro Shaver display was designed and produced by New Dimensions Research Corp., a p.o.p. display company located in Melville, NY.
BOGO Display Presents New Trident Cool Rush
Trident is introducing Trident Cool Rush sugar-free gum, offering an invigorating mint flavor experience that cools consumers' mouths as it cleans their teeth. Building on Trident's success, Cool Rush's cooling technology and flavor crystals deliver the rush of an exciting new flavor.
To launch and promote its latest flavor introduction into the Trident and Trident White families, Trident Cool Rush created a 4-page advertorial series featuring LeAnn Rimes, Ashanti, Michelle Williams and the cast of ABC's "I'm With Her." This series is the first celebrity-driven print campaign for the brand. Trident Cool Rush is targeted to a younger demographic (18-34), and celebrity involvement is an effective way to reach this audience and give the product a young, hip feel. At the retail level, a floor display invites consumer trial with a "Feel The Cool Rush. Buy One, Get One Free" offer.
M&M's Concludes Great Color Quest Contest
M&M's, a product of Masterfoods USA, recently conducted the Great Color Quest contest, which led consumers to buy and collect black and white M&M's in huge numbers in search for the "refreshed" colors. Six winning bags of all-one-color M&M's had to be found, from among more than 37 million black-and-white packages in circulation.
All six Great Color Quest consumer winners received their grand prizes of $20,000 and a new Volkswagen Beetle convertible custom colored to match their winning bag.
"With all six colors of M&M's now located, the Great Color Quest has reached a successful and colorful end," said Doug Milne, Director of Marketing, M&M's. The new M&M's feature a larger signature "m" on each candy, along with more vivid yellow and blue candies and a new mix of color for a brighter appearance.
Sprite ReMix Berryclear Debuts
Sprite ReMix Berryclear, the mixed berry flavored version of the Sprite brand, is hitting retail shelves across the country beginning April 1. The new Sprite ReMix Berryclear release builds on last year's popular soft drink trailblazer, Tropical Sprint ReMix.
"In music, a 'remix' means taking the strengths of an original song and adding elements to create a new sound," said Brad Gruen, Sprint ReMix Brand Manager, Coca-Cola NA. "To be true to the spirit of Sprite ReMix, we wanted to mix it up again with a new interpretation, and by adding a mixed berry flavor, the 'remix' is a crisp, refreshing new way for people to enjoy the great taste of Sprite."
The Sprite ReMix Berryclear is being supported by a fully integrated marketing campaign including sampling, promotions, radio and out-of-home advertising and online activation. The program will also build on the Sprite brand's relationship with DJs around the U.S. through special media merchandising programs.
Conair Launches Hummer Line
Conair Consumer Electronics Division is launching a line of electronic products based on the imagery and spirit of the Hummer H2 vehicle. The Hummer products are initially launching at Sears stores, merchandised on a four stack custom display.
The first two products in the line are a 7-mile two-way radio product with a built-in digital compass and a replica Hummer H2 car that is also an AM-FM/Alarm Clock/CD Player. Other Hummer products from Conair slated for later this year include the X*Player, a personal CD system with dual headset jacks and two internal speakers and the MusiXstation, a multi-functional music center with 18 watts of total power and a real subwoofer system. The Hummer electronic products are part of an exclusive licensing agreement with General Motors.
"The focus is to capture the excitement of the Hummer brand, and to deliver the expectation of ruggedness and performance that consumers have come to expect from Hummer," said Barry Haber, President, Conair Consumer Electronics.
Two different displayers will support the initial launch. "The displays are designed to look like the car is coming out at you," said Kerry Cooper, Director of Marketing, Conair Consumer Electronics. "A universal display including all four products will be introduced in July."
Sarnoff Corporation, a Princeton, NJ-based technology development company, has unveiled FabriLED, a programmable sign that integrates superbright LEDs with woven fabric to create a low cost, eye catching messaging medium for trade shows, aisle or p.o.p. displays. FabriLED signs are available in standard dimensions of one, two, or three feet high by up to 20 feet long. The signs display one to three lines of text in six or 12-inch characters using hundreds of red, yellow, or green LEDs. Longer signs are available on volume orders. New messages can be programmed into signs by typing them into a laptop or handheld device. Special effects such as blinking, motion and scrolling are also possible. The woven material is flexible in all dimensions, allowing the signs to conform to any shape. The signs roll up into a shipping tube for transportation and are light enough for one person to carry and set up. For more information, contact Sarnoff Corp.; (Tel) 609-734-3178, (Fax) 609-734-2040, (e-mail) tlento@sarnoff.com.
Absolut Spirits Appoints M. Aeppli V.P. Of Mktg.
The Absolut Spirits Company, Inc. has named Matthias Aeppli V.P. of Marketing. Aeppli will be responsible for guiding all of the marketing activities for ASCI's brands that include Absolut Vodka, Level Vodka, Danzka Vodka and Plymouth Gin. Previous to joining ASCI, Aeppli served as the V.P. of Global Marketing at Diageo.
Constellation Wines U.S. Forms New Sales And Mktg. Co.
Constellation Wines U.S. has created a new sales and marketing company called North Lake Wines; a streamlined and focused brand portfolio for Canandaigua Wine Company. North Lake Wines' portfolio will consist of several brands that have been transferred from CWC including Paul Masson table wines, Taylor California Cellars, J. Roget, Vina Santa Carolina, Marcus James, Dunnewood, Heritage and Great Western. North Lake Wines will also incorporate the business that was formerly handled by Batavia Wine Cellars.
Segway LLC Appoints J. Hice Chief Marketing Officer
Segway LLC, a manufacturer of alternative fuel transportation solutions, has appointed Joseph Hice, APR, as Director of Marketing Communications and Chief Marketing Officer. Prior to joining Segway, Hice served as Director of Corporate Communications for the Harley-Davidson Motor Company.
Outwater Plastics
Back to Top
To See Previous Issues of Online Weekly in Creative's Archives, click here.
To See other Creative Online Newsletters click here
