Reebok Display Places Footwear In Music Stores
In an industry first, Reebok is truly fusing music and sports by partnering with music stores nationwide, including music store giant Wherehouse, to give consumers a preview of the Company’s freshest footwear weeks before the collections are available at athletic specialty, sporting goods and urban retailers.
Placed in a protective three-by-five-foot display case located near the store’s top selling music, the Rbk product is designed to whet the palates of consumers in search of the latest in music and fashion.
According to Micky Pant, Reebok’s Chief Marketing Officer, the display helps capture the excitement of Reebok’s new Rbk collection and its ongoing marketing campaign, the “Sounds and Rhythm of Sport,” which fuses music, sports, entertainment and technology in a way that appeals to today’s urban youth. “Our consumers spend a great deal of time in music stores, so it’s the perfect place to showcase our products,” said Pant.
Currently, 1,100 Rbk displays are in place at music stores across the country, with 400 placed at Wherehouse locations.
Products are displayed in the acrylic display case, with a supplemental product card featuring the name of the shoe, its product features, a launch date and retail locations where it can be purchased.
LCD Touchscreens Showcase Estee Lauder Products
Macy’s flagship store on 34th street in New York City, is using four LCD screens powered by Scala’s InfoChannel software to showcase Estee Lauder products and in-store makeovers as well as drive traffic into the store.
The LCD screens served to broadcast in-store makeovers to the 4,000 passersby each hour and allowed them to interact with the make-up artist. When a makeup session is not in progress, Estee Lauder plays promotional videos on all four monitors.
When designing for the window display, the design team of Telecine Multimedia of Montreal, Canada, used the Scala software to make the Estee Lauder makeover just as fascinating to watch as a great sidewalk portrait artist at work. The designers created a photographic record of before, after and various stages during the session.
The make-up artist controls the system using simple commands on a 15" touch-screen monitor. The make-up artist has the option of framing each picture, grabbing still photos and sending them to one of the four displays or even showing the entire session live on all four screens to the fascination of onlookers.
Scala, Inc., based in Exton, PA, is a leading international developer of multimedia solutions. Perception Audio-Visual Services, Inc., headquartered in New York City, is an audio-visual presentation and installation firm.
BMW Launches Virtual Sales Center
BMW of North America is unveiling the BMW Virtual Sales Center (VSC), a cutting-edge interactive station that allows customers to design their potential vehicles and gives them a hands-on experience of the new 7Series iDrive, one knob that controls everything in the car, from CD player to climate control. As an integral part of the program, every BMW dealer is linked to a broadband Internet connection, allowing BMW to do high-quality video updates in a few hours.
The sleek, streamlined station will be installed in 350 showrooms across the U.S. later this year. More than a simple sales tool, the VSC unit delivers “a full, BMW branding experience,” according to Holly Babich, BMW’s Consumer Events Manager. “The VSC provides DVD-quality sight, sound and motion including lush driving footage of every series and model,” said Babich. “And it all happens with a few feet of the sight and aroma of the actual vehicles.”
In creating the stations, BMW put a high priority on communicating the richness of the BMW brand. The sleek design of the VS features a polished beveled glass tabletop along with two high stools that invite consumers to explore the unit.
When the two powder coated metal doors open, the unit reveals the multimedia touch screen and changeable graphic panels. When closed, the unit’s aluminum and chrome plated steel body reflects the design elements of the BMW Center showroom.
BMW of North America teamed with Frank Mayer & Associates, Inc., Grafton, WI, to design and build the Virtual Sales Center.
Disney Endcap Highlights Kmart’s Movie Department
Buena Vista Home Entertainment created two endcaps to display Disney favorites and new releases and serve as an entry point into Kmart’s movie department.
The endcap program anchored the entire department with kid friendly colors and shapes and integrated with all other department components. The strong Disney icon shape is used several times on the Disney endcap. The front transparent green shelves all have Disney icons molded in. The DVD security modules have a raised Disney DVD logo molded onto the front surface. The second, a multi studio endcap, which allows other studios to showcase their product, is detailed with molded movie reel symbols. New product awareness is promoted in each fixture’s header area where there is a changeable graphic. The program has helped Kmart refresh its entire movie department.
The Disney Kmart Endcaps were produced by Design Phase, Inc., a p.o.p. firm based in Northbrook, IL.
Warner Brothers Video Display Increases Inventory
Warner Brothers Home Video is using this DVD, CD, Software and VHS display, which holds a large amount of product in a small footprint and deters theft by only releasing one package at a time.
The display features a patent pending self-stocking Push Pocket System, which pushes product forward giving the appearance of a fully stocked display at all times. Retailers have reported DVD sales have increased approximately 25% from these displays compared to loose racking displays.
This display was produced for Warner Brothers by Acrylic Design Associates, a Minneapolis, MN-based display firm.
Sea & Ski Displays Support Brand Relaunch
Sea & Ski has relaunched its new line of advanced suncare products. The marketing campaign expands the use of Sea & Ski’s tagline, “The Ultimate In Protection,” highlighting the brand’s new formulation with the super antioxidant, astaZANTHIN.
P.o.p. displays are being used to drive national awareness and encourage trial. POP header cards echo the print campaign message that “Sea & Ski combats the effects of the sun to keep children looking exactly as they should-their age.”
“We wanted to reestablish the brand at retail and educate the consumer about what astaZANTHIN is,” said Frank Reilly, Marketing Director at Faulding Consumer, Inc., the Fort Lauderdale, FL-based marketers of Sea & Ski. “Displays are important to the franchise because sunscreen is a strong impulse item.”
Floor and counter displays feature pouches for informational pamphlets, which educate consumers about the the importance of starting sun protection at an early age. “We believe we are playing an important role in educating consumers that applying a superior sunscreen should begin early in life,” said Reilly.
Aveeno Counter Display Offers Cleansing Regime
This Aveeno counter unit was shipped to the retailer with the product in place, ensuring that the proper order of product placement matched the facial cleansing regime that Aveeno wanted to convey to the consumer.
Hot stamp foil descriptions on the tray emphasized the facial cleaning category for each of the products so the consumer could determine the order in which the products were to be used at home. The display also contains a pocket of brochures to educate consumers on the benefits of this new soy based product line. The entire graphic and color scheme was designed to emphasize the soy base.
This Aveeno Display was created by Smurfit-Stone Display Group, in Cincinnati, OH.
Tanqueray Floor Display Introduces Line Extension
Schieffelin & Somerset wanted an upscale, retail friendly display with a small footprint to introduce Tanqueray No. Ten, a premium brand line extension for Tanqueray.
The display is brushed aluminum laminated to MDF, to form a hexagon shaped base. It is wire and tubing powder coated and constructed to hold one case. The header is made of brushed aluminum and acrylic and has interchangeable graphics capabilities.
The Tanqueray No. Ten display was produced for Schieffelin & Somerset by Flair, Inc. a Bronx, NY-based point-of-purchase display firm.
Sterling Promotions
POS Debuts New Look For ZiegenBock Beer
Anheuser-Busch has introduced new packaging for ZiegenBock, the company’s bock beer sold only in Texas. The new packaging features an outline of the state of Texas and the head of a goat, a traditional symbol of bock beer, over the tagline, “Brewed and Available Only In Texas.”
New p.o.s. advertising including table tents, cooler stickers, wire racks and stringer pennants incorporate the new design.
“ZiegenBock’s new look is an exciting step for the brand,” said Dave Peacock, V.P., High End Brands, Anheuser-Busch. “The new packaging, along with advertising should appeal to contemporary Texas consumers.”
Sequoia Sandwich Board Proclaims Daily Specials
The Sequoia Sandwich Board offers a large, dry-erase write-on surface, which can be viewed from both sides, to provide a practical way for the retailer to advertise in house specials and promotions. The classic design of the easel allows it to be placed in various types of retail outlets.
The display allows the convenience store retailer to bring the sales message out from behind the counter without allowing under-age consumers access to the product. Graphics used in the display are an extension of the Sequoia’s print advertising.
The display, because it serves a practical purpose for the retailer, gained rapid, widespread placement in specialty shops and convenience stores.
This Sequoia Sandwich Board Display was created by Heritage Sign & Display, based in Nesquehoning, PA.
Winston Evo Flask Introduced With Holograms
R.J. Reynolds Tobacco Co. wanted materials that would “pop” when it planned the retail-support program for the launch of its Winston Evo Flask line extension. It used holoPRISM papers in its point-of-sale materials to position Winston as the most modern, exciting brand in the category.
The first-of-its kind undertaking used the proprietary iSCAN® system to create more than 80 holographic masters that contained 90 different holograms. The masters were copied to shims which were embossed onto rolls of coated paper to produce HoloPRISM holographic paper. PROMA Technologies of Franklin, MA is the producer of HoloPRISM holographic paper.
Joe Michalek, R.J. Reynolds Tobacco’s Vice President., Marketing for Winston, sai, “PROMA Technologies produced dynamic materials that allow us to break through the clutter at retail.”
IBM Display Offers 3 Messages
IBM is featuring this multi-purpose display which offers three rotating messages. The unit has a double-legged pedestal so that it may be used in independent configurations. A literature holder is integrated into the pedestal increasing the functionality of the display. A spotlight illuminates the rotating messages to bring attention to them.
The display is freestanding TriAD® which presents three posters with an eye-catching “wave” transition. It also features easy, tool-free graphic changes with an attractive beveled frame and smooth, quiet operation.
The IBM TriAD® 3-Message Poster Display was created by Clearr Corporation, a Minneapolis, MN-based p.o.p. firm.
Triangle Display
Kmart Features Star Wars Promotions & Collectibles
Kmart is teaming with Lucasfilm to serve as a source of official Attack of the Clones merchandise, including exclusive products and promotions.
Consumers can receive one of five collectible Attack of the Clones character cards with the purchase of any Star Wars product from Kmart. The cards include a detachable scratch-off card good for prizes ranging from movie posters to discounts on Hasbro Star Wars Action Figures. One winner will receive a life-size R2-D2 and C-3PO from Lucasfilm valued at $25,000.
Kmart and Frito-Lay are also offering consumers a chance to win an official, life-size clone trooper standee. The standee is being displayed prominently in the front of the Kmart store.
Toto Display Demonstrates Power Flushing Technology
This portable unit for Toto USA may be placed anywhere in the store to demonstrate Toto’s power flushing technology. It features heavy duty casters and is easily moved and does not require any additional setup.
The display provides brand awareness by three colorful distinctive Toto logos placed on the front and side panels. The display is shipped fully assembled in cardboard cartons with custom skids.
The display allows the consumer to compare the Toto flushing power with their own bathroom facilities prior to purchasing.
The Toto Display was created by CDA Industries Inc., a p.o.p. firm headquartered in Pickering, Ontario, Canada.
Royalty Carpet Uses New Countertop Display
Royalty Carpet wanted to distinguish its brand from its competitors and build awareness for the LiquaShield Carpet Liner.
This display was designed to relaunch Royalty Carpet’s brand of floor covering, which features the LiquaShield coating on its backing. A vac-formed countertop display with a recessed well features two swatches of carpet-one with the LiquaShield backing and the other without the backing so consumers can see and feel the difference. An acrylic literature holder on the display offers brochures.
The Royalty Carpet Countertop display was custom-crafted by Display Technologies, a College Point, NY-based point-of-purchase display firm.
Kolpin Outdoors, of Fox Lake, WI, is using this custom wall-mount display bracket for its soft firearm cases.
Each bracket holds up to 12 gun cases from either slatwall or pegboard. The display prominently features the Kolpin brand name on the front panel. A 1" diameter steel tube support arm is able to withstand heavy loads while its slim profile provides high-density product packing with easy-access to all of the cases. The optional backer card can be used to reinforce the Kolpin brand. The modular bracket design allows for a custom-built display racking system that permits co-branding with the individual retailer.
The Kolpin Soft Firearm Case Bracket was produced by Concept Designs, Inc., based in Mountain View, CA.
Spyderco Display Demonstrates New Closing Mechanism
Spyderco, Inc. of Golden, CO, required a display that would encourage customers to pick up and close the new Meerkat knife, featuring a unique locking mechanism.
The display copy outlines the challenge, “Close it if you can,” encouraging shoppers to experience Spyderco’s quality “feel” and revolutionary closing mechanism. Illustrations on the display show consumers how to close the knife. The 14" high, 24-gauge coated stainless steel display is theft-proof; the display knives are dulled.
The Meerkat from Spyderco display was created by Cultivator Advertising & Design of Boulder, CO.
Miller Sweepstakes Offers “Time Off This Summer”
Miller Brewing is conducting an on- and off-premise promotion that gives winners a week-long vacation. “We expect a huge consumer response to this program, which includes promotional packaging, and eye-catching elements at retail,” said Buz Cady, Brand Promotions Manager. “It’s exactly what retailers and consumers say they want in a promotion.”
Winners can take three friends on a vacation, choosing between a “high roller” suite in Las Vegas, a resort in Key West, Florida and a beach house in Malibu, California.
Off-premise p.o.s. includes a display spectacular, case cards and base wrap.
Chiquita Promotion Hits Stores This Summer
Chiquita Fresh North America is conducting the “Miss Chiquita’s Summer Fun Escape” sweepstakes, which will offer the grand prize winner an opportunity to visit one of three locations; a Yellowstone National Park Getaway, a Colorado Wild West Experience or an Hawaiian Adventure.
Consumers can pick up an entry form at an in-store Chiquita display; specify their vacation destination choice and mail it in with three labels from any Chiquita product. Chiquita is supporting the promotion with in-store materials including “Chiquita Summer Fun Escape” table tents plus two-sided frame signs.
Jennifer Miller, Marketing Manager, Chiquita said, “This year’s ‘Miss Chiquita’s Summer Fun Escape’ extends our commitment by giving the sweepstakes winners an exciting vacation in a stunning location.”
IDPal Label Maker Display Is Versatile
The Brady Company wanted to demonstrate the features/benefits of its new product, the IDPal Label Maker, which actually prints real labels.
This versatile display can be used as a floor display, counter unit or hanging display. The retailer can choose to use the demo unit, which actually prints real labels, and a brochure holder or display it without. The hook configuration is also versatile for displaying the unit, label refills or a combination of both.
The IDPal Label Maker display was produced by Great Lakes Packaging Corporation, a Germantown, WI-based p.o.p. display firm.
D. J. Graphics
“Tower of Power” Display Merchandises Nightlights
This display was engineered to be hardwired for electricity to creatively merchandise Nightlights.
The manufacturing process included turret press punched parts. The display was then printed with a custom ridge black powder coat finish.
The contrast between the lighted Nightlights against the black background produced a compelling attention-attracting display.
The display was bulk packaged for shipment to retailers.
This “Tower of Power” nightlight display was created by Lingo Manufacturing Company, Inc., a Florence, KY-based point-of-purchase display firm.
Yamaha Chemicals & Literature Displays Promote Brand
Yamaha Motor Corp., USA is using this Chemicals display and Literature display, which prominently feature the Yamaha logo promoting the brand on the showroom floor.
The objective of the program was to offer a consistent look between the displays, which were easy to use and assemble. The Chemicals display holds any combination of product size that a retailer may carry. The Literature display has pockets that are sized to fit the actual size of the literature.
The Yamaha Chemical and Literature display was produced by R/P Creative Sales, Inc., a Burbank, CA-based p.o.p. display firm.
NAPA Alternator And Starter Displays Attract Attention
NAPA/Rayloc introduced the NAPA Power Supreme Alternator and Starter Displays to attract attention and educate the consumer. These permanent displays contain vacuum-framed diagrams of the alternator and starter units, four-color process printed tag mounted to die-cut Sintra for durability, and laser-cut metal bases to hold actual hardware units.
The display header was created using 10pt tag printed 4-color process and mounted to Sintra and die-cut. Vacuum-formed cross-sections of the alternator and starter are mounted to the header. The header is mounted to a laser-cut metal base with a metal bar and hardware that are powder-coated to match the NAPA blue.
The NAPA Power Supreme Alternator and Starter Displays were created by Rapid Displays, a display firm based in Chicago, IL.
Slush Puppie Launches New Marketing Strategies
Slush Puppie Brands, a division of Dr Pepper/Seven Up, Inc., Plano, TX, recently launched the biggest promotion in its history to help increase product distribution, purchase frequency and brand relevance.
In support of this new marketing plan, the Company has produced new branded slush cups, new point-of-sale materials and machine decals, and developed new graphics for each of the Slush Puppie brands, which include Slush Puppie, Vita Plus, Thelma's Lemonade, Pacific Bay, Smooth-E, Lanikai Frozen Cocktail Mix and CaFreezo.
Targeting teen consumers, the Company has launched a promotion, which is offering them a chance to win cash prizes from specially marked peel-and-win Slush Puppie 16-oz. cups.
Checkers Drive-Ins Promote New Kahlua Shakes
Checkers Drive-in Restaurants, Inc., the nation's leading double drive-thru chain, has introduced its newest shake flavor, Kahlua, through an exclusive licensing agreement with Allied Domecq Spirits USA. Targeting adult taste preferences, Checkers’ shake-version of this popular flavor is a non-alcoholic beverage.
“Checkers and Rally's unique and award-winning approach to advertising and marketing has delivered the results these brands have long deserved,” said Richard Turer, Vice President of Marketing, Checkers/Rally’s. “We’re excited to add Kahlua shakes to our marketing mix and look forward to the introduction of additional menu items as the year progresses.”
In addition to new products, the Company has launched a new advertising campaign and accelerated store remodels.
Smirnoff Backbar Unit Displays Twist Flavors
UDV North America is using this fluorescent and frosted acrylic backbar unit with fluorescent lighting to provide a high impact, lit presentation that conveys the flavors of the Smirnoff twist brands. The unit displays five Smirnoff bottles including Vanilla Twist, Orange Twist, Raspberry Twist, Citrus Twist and regular Smirnoff.
This Smirnoff backbar display was created by Acrylic Designs Inc., a Springfield, VT-based p.o.p.display firm.
Foster’s Launches ‘SurfAustralia!’ Promotion
Foster’s is inviting consumers to take the ride of a lifetime in the Australian surf this summer as part of the “Surf Australia!” promotion.
Consumers can enter to win one of 30 10-day trips to Australia that will culminate with VIP treatment at an Association of Surfing Professionals sanctioned world championship tournament event. Consumers can enter the sweepstakes via “take one” offers appearing on in-store displays.
A wide range of materials will help drive the program. Off-premise items include display cards, case cards, danglers and static stickers. On-premise materials include banners, table tents, streamers and pennants.
“Surf Australia” is part of a broader commitment to surfing and is anchored by the Foster's Pro Surfing Tour, the official tour of professional surfing in North America.
Sauza Tequila Runs ‘Cinco Only Better’ Promo
Sauza Tequila is kicking off summer, the biggest tequila-selling season, with a “Cinco Only Better” promotion.
The “Cinco Only Better” promotion is designed to help retailers and on-premise accounts drive sales by delivering a visually exciting program that enables consumers to catch all the fun and spirit of Mexico at their favorite tequila retailer or on-premise establishment.
The promotion includes on- and off-premise items such as Sauza branded beach hats and stadium cups, Sauza string lights and inflatable display enhancers.
Ocean Spray Craisins Display Encourages Trial
Ocean Spray recently introduced two new flavors of Craisins Sweetened Dried Cranberries with this Gravity Feed Trial Display. The objective of this display program was to generate awareness and trial for the new Cherry and Orange-flavored Ocean Spray Craisins Sweetened Dried Cranberries in a manner more cost-effective than through live product sampling.
Placement of 10,000 trial displays was secured in 1/3 of U.S. retail grocery outlets. Each display held 240 1 oz. sample pouches, allowing for a potential delivery of 2,400,000 samples. Due to the small footprint of the display, Ocean Spray was able to secure placement in multiple locations within the grocery store and to break through the busy store environment with bright yellow graphics.
This Craisins Sweetened Dried Cranberries Display was created by Triangle Display Group, Philadelphia, PA.
Schick Displays Support Launch Of Xtreme 3 Razors
Schick, a division of Pfizer, has undertaken the most expansive launch in its history, with the introduction of the Xtreme 3 mega-brand of high performance, triple blade razors, supported by an integrated marketing campaign including p.o.p. displays.
The Xtreme mega brand includes Schick’s first triple blade refillable razor as well as two new disposable triple blade razors.
Adel Mekhail, Director of Marketing, Schick, said, “The choice of refillable or disposable is not offered by any other triple blade razor brand. We’re out to change the competitive triple blade landscape.”
Destination LA And LA EDGE Open At LA Airport
H.M.S. Host Corp., a leading provider of retail, food and beverage concessions, has opened two new retail concepts, Destination LA and LA EDGE at Los Angeles International Airport.
Joan Ryzner, HMSHost’s Sr. VP Retail, said, “These state of the art facilities set a new standard for lifestyle retail in the airport environment. Their energetic décor and unique products are clearly a notch above anything currently in travel venues.”
California's distinctive colors, fashions, and design styles all come together at Destination LA. The store’s home and lifestyle products highlight the relaxed elegance that typifies southern California. Featured local and regional merchandise includes distinctive home accessories, gourmet specialties and spa influenced products that showcase California’s interest in health and beauty. Adjacent to Destination LA, LA EDGE highlights Los Angeles’s fascination with being on the “edge” in sports, popular trends and apparel. A trendy, upscale selection of sunglasses are featured in the LA EDGE offering.
Wrangler Hero Unveils “Five Star Premium Denim” Line
Wrangler Hero, a leading denim brand for men and boys, has introduced the “Five Star Premium Denim” product group, which offers consumers improved fabric, finishes and fit at an economically-friendly price.
The collection offers upgraded denim, an improved fit and comes in three market-right finishes: Worn-In, Vintage and Midnight. Available at mass market retailers worldwide, the new Wrangler Hero Five Star Premium Denim line is supported by high-impact POP displays, national TV, print and radio advertisements, as well as online banner ads.
Back to Top
To See previous issues of Promotion Audit, click here
To See Previous Issues of Online Weekly in Creative's Archives, click here.
To See other Creative Online Newsletters click here
>