Creative Online Weekly, November 11, 1996

Week of Nov. 11, 1996

Point-of-Purchase Displays Support Anheuser-Busch Regional & Ethnic Campaigns

Anheuser-Busch has introduced Pacific Ridge, brewed with hops, native to the Pacific Northwest, created specifically for Californians.

The packaging is inspired by the natural beauty that surrounds the Northern California brewery. Pacific Ridge is brewed in limited quantities and is only available in California. Pacific Ridge will be supported with a full range of point-of-sale materials: including bin displays, tap handles, neon signs, coasters, table tents, and banners.

Anheuser-Busch is also unveiling its Budweiser "Freshness" advertising campaign in Hispanic markets throughout the U.S this quarter. The Spanish-language campaign theme, "!Pide La fresca!" or "Ask for the Fresh One," produced by Ornelas & Associates, Dallas, TX, will underscore Budweiser’s new "Born On" freshness dating which is now highlighted in the brand’s general advertising.

Point-of-purchase displays themed "La Cerveza Fresca Sabe Mejor" support the campaign.

Life-Size Kareem Abdul Jabbar Displays Launch 'Big" Goldfish Cracker Box

With the help of 7'4" Kareem Abdul Jabbar, Pepperidge Farm has launched its "big" 15 oz. family-size box of Goldfish crackers.

Kareem Abdul Jabbar’s picture is on the 15 oz. box and he is also featured in the national FSI, which delivers a 50 cents coupon plus a Goldfish street ball offer. Life-size (7'4") cutouts of Kareem Abdul Jabbar are being used at point-of-sale to announce the family-size package.

Colgate Introducing Whitening Toothpaste

The Colgate-Palmolive Company has introduced Colgate Baking Soda & Peroxide Whitening Toothpaste. This first-of-its-kind product combines the two fastest growing segments in the category; Whitening and Baking Soda and Peroxide.

The new product will be line priced with Colgate Baking Soda & Peroxide. The introduction of a popular-priced whitening toothpaste will expand the segment to mainstream users, as many consumers cite price as a main reason not to purchase a premium priced whitening toothpaste.

Colgate is supporting the launch with a $26 million ad campaign. Additional promotional support includes national FSIs, targeted direct mail and Try-Me-Free floorstand displays.

Donna Karan Appts. J. Cicio, President, Retail Development

Donna Karan International, New York City has named Joseph Cicio President of a new retail development division. Cicio will be responsible for the merchandising, store environment and visual presentation of all new Donna Karan Collections and DKNY stores, freestanding or in-store.

"Joe will be the link between the design process and communicating to the consumer," said Donna Karan. "He will set the standards for how everything is visually presented."

Cicio will report to both Karan and Stephen L. Ruzow, the firm’s President and COO.

Most recently, Cicio was Vice Chairman and Chief Creative Officer of FRCH Design Worldwide, a leading design firm.

Scholastic Names C.N. Lynch As Marketing Manager

Scholastic Productions, Inc., New York City, announced the appointment of Christina Nix Lynch to the position of Manager of Marketing, reported Leslye Schaefer, Senior VP of Marketing Consumer Products.

Reporting directly to Director of Marketing, Mary Sadeghy, Lynch will manage marketing efforts specific to SPI consumer products and licensed properties, including brand and character driven entities such as Goosebumps, Scholastic’s The Magic School Bus and Animorphs.

Prior to joining SPI, Lynch served as product manager in Kidvision, the children’s division of WarnerVision Entertainment.

Merchandising Inventives Launches Website

Merchandising Inventives, a Lake Bluff, IL-based supplier of a comprehensive line of stock p.o.p. products and accessories, has established a website featuring its display products. The URL is http://www.wormburner.com/mi/.

Previous Issues of Online Weekly

Week of: