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.
Bacardi Silver Unveiled
Anheuser-Busch, Inc. has announced the rollout of its premium flavored malt beverage, Bacardi Silver, a clear malt beverage made with the flavors of Bacardi rum and citrus. The new product is the result of an alliance between Anheuser-Busch and Bacardi USA.
Bacardi Silver is being sold in retail outlets where Anheuser-Busch products are sold, such as supermarkets, convenience stores, clubs, bars and restaurants.
Bacardi Silver will be supported by a marketing budget of nearly $60 million that includes advertising and media, sales promotional items and merchandising. A full line of point-of-sale and promotional items will support the brand including cooler stickers, shelf wobblers, table tents, metal signs, mirrors and wall projectors that beam the images of the Bacardi Silver and Bacardi bat device trademarks.
Media support includes national television, print, radio, outdoor and Internet advertising.
ILIO Entertainments Unveils ‘Sound Search’ Kiosk
ILIO Entertainments has unveiled its Sound Search interactive, freestanding demo station.
The Sound Search kiosk is designed to attract customers to sample CDs and CD-ROMs. It features two pairs of headphones, a MIDI keyboard for playing demo patches and a roller printer for making shopping lists. The kiosk features a touchscreen iMac computer and is attractively presented in a freestanding, small footprint clear Plexiglas frame.
“Customers will be able to walk into their favorite store, put on the headphones and audition ILIO’s award-winning collection of sample libraries by loading and playing patches with a MIDI keyboard, rather than having to listen to static demos or samples one at a time,” said Mark Hiskey of ILIO Entertainments.
The kiosk is also connected to a phone line in the retail outlet, enabling ILIO to keep the kiosk’s content current through remote updates. The kiosk was developed for ILIO by 1stKIOSK, of Valencia, CA.
Kodak Debuts Universal Store Fixture Program
Eastman Kodak is using this universal store fixture, which can be modified for a specific retailer. The program is being used to replace Kodak's wide range of custom designs with a more flexible format that allows for custom configurations while maintaining a consistent brand image.
The system is comprised of a modular steel frame, pegboard and decorative trim panels. There are 40 standard configurations available from the stock components. An added feature of the program is the ability to change the look of the units in the field. The units ship KD and assembly in the field is accomplished without tools.
The Kodak Universal Store Fixture Program was produced by Mechtronics, Inc., a p.o.p. display firm based in White Plains, NY.
Finish Line Introduces Pedestal To Display Latest Shoes
Finish Line is placing this pedestal display outside its store entrances in shopping malls, to feature the latest shoes and to entice shoppers to enter the store. With the sleek styling and materials, the display is eye-catching, yet complimentary to the designs of the shoes that it showcases.
The display is made of MDF board for the base; 3/16" acrylic for the base and shelves; and 2-color screened 4mm Coroplast.
The graphics were designed by Finish Line and Rapid Displays, a Chicago, IL point-of-purchase display firm, was responsible for the structural design and manufacturing.
Wilson Develops Baseball Glove Floor Display
This Ball Glove Floor Display was produced for Wilson Sporting Goods Company.
The vac-formed trays spin independent of one another providing ease of “shoppability.” The trays have a custom designed contoured well which allows proper placement of product creating an organized and appealing floor display.
The display header prominently conveys that Wilson is the “Official Ball Glove Of Major League Baseball.”
This display was created by Great Northern Corp., a Racine, WI-based p.o.p. display firm.
Stone Critters Displays Animal Collection
United Design is featuring its Stone Critters animal collection in this naturalistic, wood floor display.
The Stone Critters collection strives to capture an animal's distinct nature and identity.
Designs are filled with each animal’s characteristic personality in expression and pose. Designs are universally recognized for their precise detail and workmanship in portraying the animal’s true nature. Stone Critters animals average three to five inches in height. The display base contains space for additional stock.
Staedtler Introduces Mars Plastic Eraser Display
Staedtler, Inc. has introduced a new countertop display to show off its Mars Plastic Eraser with the blue sleeve. The cardboard counter display looks like a giant Mars Plastic Eraser standing on end.
The display features a box insert that holds four 20-count eraser boxes, providing a total of 80 erasers. The display is also part of Staedtler’s 2002 “Setting the Standard” back to school campaign.
“The display is a great attention getter,” said Lori Banton, Art and Design Products Manager. “It’s the kind of display that really adds value to the Mars Plastic Eraser and all Staedtler brands as a whole. I think our distributors will really enjoy its esthetics, not to mention the revenues it will generate.”
Sterling Promotions
LeapFrog Learning Center Offers One Stop Shop
LeapFrog has introduced a Learning Center designed as a one stop educational solution.
Located at major retail outlets, the Learning Center offers parents a convenient place to find LeapFrog’s extensive suite of interactive, educational products distinguished by age level and learning skills.
“Never before has there been one location at retail where parents could easily find products to address their children’s various learning needs from infancy to high school,” said Mike Wood, President of LeapFrog.
The LeapFrog Learning Center features key offerings from the company’s new 2002 product line, including a comprehensive phonics series and a new handheld device that helps kids study more effectively for middle school tests and SATs.
LEGO Features Harry Potter Sweepstakes Display
LEGO required a display that would promote its new LEGO Harry Potter product and draw consumer interest through a sweepstakes to win a limited edition LEGO Harry Potter model and case.
The eye appealing display, model and graphics surrounded the LEGO product on the shelf, and drew huge consumer interaction in the retail environment. The LEGO model was assembled and screwed to the display.
The display also functioned as a sweepstakes entry box and winners name display. The promotion was conducted exclusively through Toys "R" Us stores.
The display was produced by MBH Presentations, Inc., a Floral Park, NY-based p.o.p. display firm.
Duracell High Power Lithium Counter Displays
Duracell is using this counter display to help retailers drive sales in the rapidly expanding high power specialty battery category. The display helps consumers select batteries for digital cameras, MP3 players, and other new products that require high power batteries.
The display is designed to convey a high-tech, high power look. It prominently features the Duracell logo, both on the header and the sides of the display.
The unit holds 30 packages that retail for $10-$12 each, making it an excellent profit center for retailers.
In addition to its use on counter, the display is also engineered to be wall-mounted, providing retailers with great flexibility.
This display was created for Duracell by New Dimensions Research Corp., a Melville, NY-based p.o.p. display firm.
Triangle Display
Kenwood's FreeTalk Display Holds Demo Units
Kenwood is using this FreeTalk display, which carries a lot of impact in a small footprint.
Not only does the display provide all the information needed, it also holds two demo units which encourage the consumer to become physically involved with the product.
The Kenwood FreeTalk Display was created by Santa Cruz Industries, a Santa Cruz, CA-based p.o.p. display firm.
Sherwin-Williams’ Develops New Color Display
Sherwin-Williams has introduced Sherwin-Williams Color, a presentation of new hues as well as special color collections, decorative devices, ideas and support designed to inspire consumers. The Color program features more than 1,000 hues.
To ease the color selection process in the Sherwin-Williams store, a new Color and palette selector display-The Colors. The Paint. The Possibilities-is arranged in an approachable, easy-to-understand manner. At the top of the selector are the least saturated, most neutral shades. Each succeeding row increases in brightness and oversized color strips are arranged in light to dark sequence, showcasing equal amounts of each color. At a quick glance, a consumer can see all the available options in a given color family. The “Possibilities” section of the display features take-home color cards showcasing special collections like interior “Whites & Lights,” and “Exterior Classics.”
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.
Early Times Launches ‘Travel Times’ Promotion
Brown Forman Corp.’s Early Times Old Style Kentucky Whisky is encouraging consumers to stock up before heading out into the great outdoors, with the off-premise promotion, “Travel Times.”
A giant tent display is the highlight element of the campaign, and is a great way to catch consumer attention.
Bottle case cards feature the classic Early Times bottle dressed in full camping gear and leisure attire.
Doc Otis Bi-Level Mirror Builds Brand Identity
Anheuser-Busch Companies, Inc. is using this Doc Otis Bi-Level Mirror to provide a modern, distinctive look that fits in well with the décor of trendy nightclubs and bars, while helping to introduce the product to consumers.
The display is designed to build brand identity among consumers of alternative malt beverages. The large lemon graphic educates consumers about the nature of the beverage by introducing it as a “Hard Lemon Alcohol Malt Beverage” with “Natural Flavors.” The display is unique in that the separation between the beveled mirror and the front glass panel creates the illusion of depth in the display. The 3D effect created by the bi-level mirror and the diamond shape of the display attracts the consumers' eye giving this sign a greater impression rate than a traditional decorative mirror.
This Doc Otis Bi-Level Mirror was produced by Heritage Sign & Display, Inc. of Nesquehoning, PA.
Alexander Julian Featuring New Wallpaper Merchandiser
Alexander Julian is using this wallpaper merchandiser to introduce a new line of wallpaper and borders that would tie into the existing eight color groups previously developed by the Company.
A prerequisite was to have special colored textured doors and shelves, to be back lit against mostly non-lit similar displays. The unit was constructed using neutral colors on particleboard with a melamine finish. The addition of wire shelving, metal-hinged doors and a backlit silk-screened panel, created a consumer friendly merchandiser.
This merchandiser was created by CDA Industries, a Pickering, Ontario Canada-based point-of-purchase display firm.
Kwikset Introduces Titan Showroom Display
Kwikset Corp. wanted a display to be used in contractor showrooms that would highlight its lock products.
The “stairstep” section of the display provides a space to display the Titan oak display mounts. The stairs give added visibility to each of the mounts. The top section holds individual sample pieces of each product.
All the panels are interchangeable and removable. This allows for the addition of new products, and also gives the customer an opportunity to take a sample home on a trial basis.
The top header of the display has a light fixture. The lighting not only highlights the product, it provides a focal point to attract customers in a usually dark showroom atmosphere.
This Kwikset Titan Showroom display was designed and manufactured by Kosakura and Associates, a Santa Ana, CA-based point-of-purchase display firm.
Miller Says 'Crack A Few'
Miller Lite and Miller Genuine Draft are advising baseball fans to “Crack A Few” beers with p.o.s. materials that honor players, fans and teams.
P.o.s. materials leverage official team logos in markets where team sponsorships are in place. Off-premise materials include case cards, cooler curtains, danglers, static stickers and basewrap.
D. J. Graphics
Dr Pepper Ties Into New Spider Man Movie
Dr Pepper is delivering a new on-pack consumer promotion, which coincides with the release of Columbia Pictures' action-adventure film, Spider-Man. Fifty Dr Pepper drinkers will have the opportunity to win the grand prize of a trip for two to an exclusive, insider party in New York.
“Spider-Man is one of the most recognized fictional characters in America, garnering an 85% household awareness in the minds of 18- to 24-year-olds, making this promotion a perfect fit to help us drive incremental sales among our key target audiences,” said Cindi Clark, Dr Pepper’s Sr. Vice President of Marketing.
To support the promotion, Dr Pepper has designed several in-store display merchandising and point-of-sale pieces that highlight the special graphics that are part of the Spider-Man franchise including Spider-Man and the Green Goblin.
Nina Ricci Unveils Premier Jour Display Program
The Nina Ricci Premier Jour display program was designed to create a selling environment through the use of a cohesive group of display materials. The goal was to establish brand recognition for the launch of Nina Ricci’s new women’s fragrance, Premier Jour.
The banner, diptych, and cubes all reinforce a strong brand identity.
This collateral program was designed and manufactured by The Royal Promotion Group, a New York City-based point-of-purchase display firm.
Ricola Counter Unit Displays Breath Mints
Ricola is using this counter display to help place its breath mints in convenience stores.
The unit’s tiny footprint was designed for the convenience store checkout counter. The display arrives prepacked in a carton and sets up in seconds for immediate product sales. It helps the retailer introduce this product into the burgeoning breath mint category by capturing the identity of the Ricola brand.
The unit reinforces the brand equity of Ricola and the imagery of the snow capped mountains it owns in the category with strong, crisp graphics. The product’s familiar logo is emblazoned on both sides of the display packaging for maximum merchandising impact.
The display was produced by Taurus Display Corp. of Cherry Hill, NJ.
Minolta’s Counter Display Helps Educate Consumers
Minolta wanted a small counter top display for placement in CVS drugstores. The display was required to be upscale, modern looking, attention grabbing and act as a silent sales person.
The small footprint, multi-level design allows Minolta to merchandise several different products, and the slide in info card on each shelf helps to educate the consumer leading them to a buying decision without the help of store personnel.
The display was created for Minolta by Lingo Manufacturing Company, a Florence, KY-based p.o.p. display firm.
Samsung Display Promotes New Satellite TV Receiver
This new display, created for Samsung, surrounds its new Satellite TV receiver with a glowing blue light to attract attention.
The display is designed to sit on the top of large screen TVs and has adjustable legs.
The display was produced for Samsung by Artistic Promotions Inc./Dan Lipman Associates, Inc., a point-of-purchase display manufacturer located in Locust Valley, NY.
Quaker Snacks Merchandised In Counter Display
The Quaker Oats Foodservice Division wanted to increase the sales of its bar products in university cafeterias.
This countertop display offers a distinctive design for Quaker Chewy and Quaker Fruit & Oatmeal bar products. Two stained wood “Q's” enclose a wire and metal frame that holds three levels of vac-formed trays.
The wooden Q’s have the Quaker name silk-screened across the bottom. The colorful graphic header features the Quaker logo and the Quaker Snacks heading in bold, attractive lettering.
Each unit comes with a set of three Chewy shelf strips and three Fruit & Oatmeal shelf strips that allow the user the flexibility to choose the product mix that best suits their customer base.
The unit holds 108 assorted bars and measures 18"h, 13.75"w and 13" d.
The initial order for 3,000 units was recently shipped to Quaker for dispersal to its customers nationwide.
The countertop “Q” rack was produced for the Quaker Oats Foodservice Division by Display Technologies, a College Point, NY-based point-of-purchase display firm.
Kal Kan Foods Debuts Pedigree Display
Kal Kan Foods, Inc. is using this Pedigree display to provide an entry into the "farm and feed" channel.
The bright yellow powder-coated steel display holds bags, cans and snacks for dogs. It is durable and can easily be moved around the store. Pedigree graphics are used to reinforce the brand.
The Pedigree display was produced for Kal Kan Foods, Inc. by R/P Creative Sales, Inc., a Burbank, CA-based point-of-purchase display firm.
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.
Buffalo Games Features Jigsaw Puzzle Floor Display
Buffalo Games, Inc. is displaying its collection of truly unique and challenging jigsaw puzzles on this free standing floor display, which can be used to create an instant specialty puzzle section in the store.
The display holds all sizes of Buffalo Games puzzles with 12 facings showcasing products in all directions.
The display, which can hold 36-48 puzzles, is designed for a wide range of different retail outlets from toy stores to gift shops.
Southern Comfort Features Mardi Gras Promotion
Southern Comfort celebrated its New Orleans heritage with a national on- and off-premise promotion for Mardi Gras.
The Southern Hurricane-a breezy blend of Southern Comfort, lemon-lime soda, and grenadine was the featured drink of the campaign. Brown-Forman Beverages Worldwide encouraged retailers to create a Mardi Gras party station display with essentials like mixers, cups and napkins. Beautiful scarves and neckties feature the Southern Comfort logo and original “Comfort Jam” artwork by New Orleans artist Matt Rinard.
New Orleans-based celebrity Chef Paul Prudhomme gave his expertise to the promotion with special Southern Comfort cooking recipes and spice packets.
Midori POS Emphasizes Brand’s Mixability
For on-premise retailers, the famous Midori Liqueur fluorescent green is back with two new cocktail promotions, Midori Sour for spring and Midori Margarita for summer.
For spring, distinctive point-of-sale materials support the Midori Sour, a melon-flavored drink. Contemporary POS materials carry the tagline, “Midori Sour: ‘Time To Stir It Up.” Come summertime, Midori POS materials will promote the Midori Margarita.
“We’re excited to introduce these programs for the Midori Sour and the Midori Margarita, both of which reinforce Midori’s uniquely delicate and refreshing melon taste,” said Marty Cash, Brand Manager at Allied Domecq Spirits N.A.
keds Opening New Retail Stores
Stride Rite Corp., has recently opened new keds stores across the nation to increase visibility for the brand and to showcase the complete keds product line.
In addition to exclusive footwear designed specially for the keds stores, the outlets carry socks, sunglasses, logo totes and other accessories.
The stores are designed to be comfortable with an open, uncluttered look. The keds logo and familiar keds trademarks are featured prominently to bring the brand to life.
The prototype store for the keds brand was designed by Chute Gerderman, a retail design firm based in Colombus, OH.
Oregon Scientific Displays Sports & Fitness Products
Oregon Scientific Inc., Portland,, OR, has formed a new Sports and Fitness product division to market such products as Altimeter Watches, Heart Rate Monitors, Pedometers,, Compass Watches and Stopwatches. The products are targeted to all levels of fitness enthusiasts, from the most serious athletes to the leisure walker.
Oregon Scientific is using an array of counter displays and floor merchandisers to attract attention to and demonstrate the products.
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