Cingular Wireless Opens Flagship Stores
With the opening of three new retail stores, Cingular Wireless, the nation's second largest wireless carrier, debuts an innovative store design that enables customers to try various wireless services before buying. The unique store design, which provides shoppers with a new level of accessibility to products, services and store personnel, will be introduced in all of Cingular’s retail outlets.
The three flagship prototype stores are opening in the Dallas, Atlanta and Trussville, AL markets. Cingular is re-designing and incorporating elements of the new look into 90% of its retail stores by year's end. The new stores provide a unique shopping experience unavailable in wireless stores today. Rather than the typical wireless “hardware store,” Cingular Wireless customers will find a welcoming, café style area with a Live Bar that enables customers to try out products and services right from the store. A hands-on approach allows customers to access the Internet and download ringtones to their phones, try out the Wireless Internet from one of the latest mobile phones, or send text messages to another phone. The Live Bar, a unique new approach to wireless products, enables customers to “try before you buy” and choose a plan, special features and accessories that best express their needs and personality.
Callison Architecture, Inc., Seattle, WA, is providing conceptual design and program management services for the new Cingular retail stores. The Callison team will be supported by Insight Alliance partner, Atlanta, GA-based, Thompson Ventulett & Stainback.
KitchenAid Launches Retail Kiosks
KitchenAid recently retained Centerville, OH-based media solutions provider, Cloonan + Associates, to develop a kiosk for use nationwide at The Great Indoors, the new home store owned by the Sears Corp.
Lillian Rappette, Sales Trade Marketing Manager for KitchenAid, said, “The kiosk is a comprehensive, interactive learning center for our consumers and cutting-edge merchandising tool for our retailers. KitchenAid recognized the importance of enhancing the purchase experience and providing home enthusiasts with a revolutionary resource to help them with their buying decisions.”
KitchenAid’s kiosk showcases over 100 different kitchen appliances and product accessories. It provides more than 60 different product videos, KitchenAid culinary event listings, free gourmet recipes, warranty information, a kitchen gallery album for remodeling inspiration, and a marketing software application that tracks and monitors consumer preferences.
The Cloonan team completed the software development, videos and graphic design. Exhibit Concepts, based in Vandalia, OH, built the kiosk cabinetry.
Handspring Visor Displays Rolled Out
Handspring required a display that would be visually appealing, space efficient, and include an anti-theft device.
To achieve these requirements, LSI Grady McCauley, North Canton, OH, integrated several types of substrates including a curved perforated aluminum back panel that provided a non-obstructive area to mount various products while adding to the aesthetics of the unit. A retractable coil system served as a theft deterrent. Clear, corrugated polycarbonate held the security “pucks” in position without detracting from the overall look of the piece.
Trinity Oaks Displays Support Launch
The introduction of Trinity Oaks, the super-premium wine brand launched recently by Trinchero Family Estates, is being supported by innovative point-of-sale displays and a special events marketing program including wine tastings at concerts, art fairs, and street festivals.
At a suggested retail price of $10, Trinity Oaks is competing in the fastest-growing price segment of the wine business. “All signs point to Trinity Oaks being a major success,” said Terry Wheatley, Trinchero Family Estates Sr. V.P., Sales and Marketing. "A majority of the retail chains in the country are already offering it. The fact that we’ve entered a category filled with established, high-profile brands and made an immediate impact means the trade has whole-heartedly embraced Trinity Oaks. This reflects the high quality of the wines and the packaging, as well as the powerful advertising and event marketing campaigns we've launched to support the brand, which represents a $10 million commitment."
Early Times Displays Support ‘Reel Time’ Promo
Early Times Old Style Kentucky Whisky is teaming up with Bass Pro Shops to offer consumers in some markets the chance to win a guided fishing trip with the off-premise promotion, “Reel Times.”
Early Times is offering consumers the chance to win a lightweight Flambeau tackle box and a land guided fishing trip for two to majestic Blue Bank Resort in the fishing heaven of Reelfoot Lake, Tennessee. A display unit featuring a heavy branded giant lure and the classic Early Times bottle decked in full fishing gear supports the promotion.
Display Showcases Decorative Mirrors
United Design Corporation, Noble, OK, is using this unique display unit to showcase its introduction of the Looking Glass Gallery 2001 Premier Collection of Decorative Wall Mirrors. This collection of 32 mirrors and 8 companion wall sconces and wall pockets brings design and function to this essential home accessory. Mirror sizes range from 10x 10 inches to 21 x 28 inches.
The Looking Glass Gallery Collection redesigns the basic mirror to uniquely reflect the current trends in home accents and accessories. This collection's use of elaborate three-dimensional design in sculpted art, combined with the elegance of mirrored glass, makes each one a true reflection of beauty. Four, distinctive design themes are featured: Art Nouveau, Contemporary, Natural Reflections and Shabby Chic.
Merchandising the new Looking Glass Gallery Collection is made simple by utilizing its attractive, movable display rack. It is designed specifically for quick and easy in-store set up, and can be rolled from spot to spot within a store.
Imagin Air Displays AeroBed Products
Rapid Displays of Chicago, IL, was asked by Imagin Air to create a permanent display solution for retail locations to hold a significant quantity of its AeroBed products.
To help Imagin Air organize its retail space, Rapid Displays created a simple and elegant, laminated wood display, which holds 24 AeroBeds.
The AeroBed display features inflatable beds and pools manufactured by Imagin Air. Rapid Displays was responsible for the design, manufacturing packaging and shipping of the display.
Vans’ Display Demonstrates Compel Tones Shoe
Vans Shoes retained Concept Designs of Mountain View, CA, to create a display that would demonstrate the color changing ability of its Compel Tones when exposed to daylight.
The display was required to have countertop/slatwall flexibility. It had to accommodate up to 3 Compel Tones shoes, encourage customer interaction and demonstrate the color changing ability using a low wattage UV light source.
The resulting display functioned as an artificial source of daylight by incorporating a black light bulb positioned above the top shoe. A silk-screened brushed aluminum cowling provides strong branding. The multi-colored backer card emphasizes Vans’ playful side and appeals to its target market of teenage girls. It is secured in place by the wire shoe shelf. The oval MDF base supports a brushed aluminum shoe riser. The modulated powdercoated wire shoe shelf features an interchangeable brushed aluminum nameplate, which can be replaced to accommodate future models. Having only one shoe under the light encourages customers to switch them out to see the other shoes change different colors. The light fixture incorporates an on/off switch for the convenience of the retailer.
POP Program Launches ASICS TIGER
The ASICS TIGER Corp., Irvine, CA, has joined forces with The Carlson Group of Portland, OR, to develop an integrated back-to-school p-o-p program launch for the ASICS TIGER running shoe.
The semi-permanent display is designed to promote the running shoe’s IGS technology and overall branding message. The display is constructed from metal, wire, acrylic and styrene with graphics, screen-printed and litho. It is pre-assembled for minimal store set-up. The p-o-p program elements include the IGS display, hanging sign, and tech poster.
Aquafina Gondola Creates Brand Presence
The in-aisle section of the water category is at times difficult for consumers to locate. This Aquafina Bottled Water Gondola display system defines the category, a pioneering merchandising step in the bottled water category, with a system that retrofits into existing retail gondolas.
The Aquafina Gondola display system is comprised of Injection Molded Aisle Interrupter Blade Signs as well as an Extruded Header Sign. Each shelf is dressed out with extruded double channel shelf front extrusions that utilize injection molded shelf organizers. These enable dividing each shelf into dedicated product areas. All visible components are dressed out with 4/color litho printed tag stock. The Aisle Interrupters have Aquafina Mountain-Scape Headers. The display spans 48" wide, but can be set up for either 24" or 36" as well. The system has two aisle blade signs with vacuum formed caps modeled after the outline of the Aquafina mountain logo to capture consumer attention.
The Aquafina Gondola display system was produced for Pepsico Inc., by New Dimensions Research Corp. of Melville, NY.
Sterling Promotions
Langley’s Candle Display Optimizes Sales
Langley Candle Co. required a cost-effective, easy-to-assemble, attractive floor rack that would ship easily.
Langley worked with Display Technologies, a College Point, NY-based display firm, which customized its TechStoc Optimizer Floor Rack. The modular floor rack features a header with bold, eyecatching graphics highlighting the Langley Candle Company name and its holiday candle line. The easy-to-use, free-standing merchandiser offers four-sided visibility so the consumer can view the products from all angles. Crafted of high impact styrene for durability and strength, the modular floor rack ships knocked-down and sets-up easily in the field without tools.
Warner Releases Monstrous Array Of Halloween Titles
Warner Home Video (WHV) is offering a comprehensive line-up of new and classic Halloween titles for the whole family, ranging from the all-new Scooby-Doo’s Spookiest Tales to The Goonies to the Telebtubbies: The Magic Pumpkin and other Stories.
A national print and online advertising campaign targeting kids and parents will add significant support to this promotion. WHV encourages retailers to create an in-store Halloween video section by offering both custom and pre-packed haunted house merchandisers in various sizes and configurations.
“WHV is proud to offer an extensive collection of family Halloween titles that is sure to deliver hours of fun for both parents and children,” said Ewa Martinoff, WHV Vice President, Family Entertainment. “With the DVD debut of The Goonies and new and classic titles from cartoon favorites such as Scooby-Doo, this line-up offers something for everyone.”
DreamWorks SKG Displays Chicken Run Standee
Dream Works SKG developed this standee for the movie “Chicken Run.”
The standee consists of two 3-dimensional units, the Hen House and the Barn, fabricated out of B-flute corrugate, mounted and intricately die-cut. Rocky, the flying chicken from the animated feature film, swings from a telephone line connecting the two units. A custom designed DC crank driven motor creates the swinging motion. Inside the Barn, a flashing light simulates the workings of the dreaded Pie Machine.
The Chicken Run standee was created for Dream Works SKG by The Gemini Group, Inc., a Los Angeles, CA-based POP design and manufacturing company specializing in theatrical standees.
Triangle Display
Display Shaped Like Al Capone's Hat Promotes Cigars
A merchandising container shaped like Al Capone's hat is helping to promote sales of specialty small cigars that have been dipped in cognac.
Customers serve themselves directly from the container, which can be placed on a countertop or other display area. The clear container is tough enough to withstand almost constant handling. It is also relatively inexpensive making it cost effective for the cigar company to expand distribution from tobacco shops to discount retailers. The unit is injection blow molded of Eastman Chemical Company's Eastar copolyester GNO46, according to Abe Kolker, owner of Advance Plastics Unlimited, Inc., Hialeah, Florida, which produced the display.
“We used to market them in ordinary screw-lid jars, which worked fine for our base of tobacco shops, but mass retailers found them totally inappropriate,” said Kolker. “Now, with the newly designed container, they welcome the product in their stores.
Demo Display Showcases Nikon’s Eyeglass Lenses
Nikon Inc. turned to Ft. Worth, TX-based Plasti-Fab, Inc., for a display to showcase the “cool” look of its new eyeglass lenses. Plasti-Fab chose Blue Pastel Ice ACRYLITE GP acrylic sheet from CYRO Industries, headquartered in Rockaway, NJ., with a matte finish because the material offered the best look and easy fabrication. The particular color and matte finish blended well with Nikon's specifications.
The Nikon display is a demo unit handled by customers in eye centers and eyeglass stores. It showcases Nikon's new eye lenses in an acrylic frame with a luminescent blue edge color while providing a clean look.
7-Eleven Tests New Web-Enabled Kiosks
7-Eleven is testing new, automated financial services and web-enabled kiosks as part of a pilot program in the Ft. Myers and Naples, FL area.
Vcom is 7-Eleven stores' self-service, fully automated and Web-enabled kiosk that merges the capabilities of an ATM with the benefits of the Internet. Vcom will provide financial services beyond those of a conventional ATM including money orders, money transfers and, later this summer, check cashing. In the future, 7-Eleven anticipates that customers will be able to have touch-screen access to services such as bill payment, deposit capability, event ticketing, travel directions and road maps. Also, Vcom may offer customers online shopping and fulfillment options that use the daily distribution centers serving 7-Eleven stores in Florida.
John Harris, V.P. of 7-Eleven’s 530-store Florida Division, said, “We believe customers will like this innovative way of purchasing money orders, transferring money, cashing checks and having faster ATM transactions. Vcom adds a new dimension of convenience for our customers.”
Skateboarders Get Internet Access At Vans Skateparks
Vans has introduced Internet kiosks for use by skateboarders, in-line skaters and BMX freestyle riders inside Vans Skateparks nationwide and in Vans stores, allowing users to access the Vans Web site for information on Vans footwear products, dealers, events, contests, skatepark construction and more.
The kiosks, produced and installed by Kiosk Information Systems (KIS), Broomfield, CO, are equipped with touch screen technology for ease of use. KIS President Rick Malone, said, “The sleek design of the KT-110 Stealth kiosk functions as an artistic accessory for Vans. Yet, it also provides users with all the information they need on Vans products and services.”
Jack Daniel’s Launches Tailgate Party Promotion
Jack Daniel’s Tennessee Whiskey and Jack Daniel's Country Cocktails are kicking off the football season with the “Great American Tailgate Party” promotion.
The promotion features case cards, shelf talkers, stadium chairs, inflatable goal posts, helium blimps and the Great American Tailgate Guide for off-premise merchandising. A Great American Tailgate Guide will be available at the point of purchase and as an insert in the football preview issue of Sports Illustrated.
In addition, the Jack Daniel’s tailgate crew will be on the lookout for the best tailgating teams in major cities throughout the country. Two finalist teams will be selected to compete in the ultimate tailgate competition in New Orleans, January 2002. In a separate sweepstakes, four winners and their guests will take a trip aboard a luxury Jack Daniel’s tailgate bus to the tailgate competition.
Miller Lite Launches Super Bowl Tailgate Tour
As the official beer sponsor of Super Bowl XXXVI, Miller Lite has launched the Super Bowl Tailgate Tour on- and off-premise promotion.
Four guys, riding on the Miller Lite RV, will take a fantasy tailgate tour all the way to New Orleans in January. Making stops at various locations around the country, the RV will be available for promotional and sampling opportunities. Legal-age drinkers can join in the fun and win trips to the Super Bowl by entering the sweepstakes via entry forms found inside the Miller Lite NFL Guide, one of the most widely distributed annual football publications in the world, or on the Internet at MillerLite.com.
Merchandisers carry a cross-promotional coupon book that features Planter’s nuts, Banquet chicken wings, and Oscar Mayer hot dogs.
ClingZ Material Selected For Auto Dealer Campaign
Graphic Enterprises, Madison Heights, MI, recently produced an in-store campaign aimed at auto dealers using ClingZ material. The campaign, promoting a remote vehicle start and lock/unlock system, included a poster, table-topper, and a ClingZ sticker. John Piper of Graphic Enterprises said, “ClingZ was selected because of its unique ability to stick on anything without leaving a residue.”
ClingZ is an electrically charged substrate distributed by Transilwrap, of Franklin Park, IL.
Design Productions
JVC Runs ‘Wild Side’ Promo
JVC is targeting 18- to 29-year-old males with its “Ride the Wild Side” promotion.
Under the “Ride the Wild Side” promotion, by purchasing JVC products, consumers will have the opportunity to obtain products from a full range of well known music and action sports brands.
The Wild Side promotion takes extreme prizes a step further allowing consumers to accumulate points to experience a Wild Side Weekend on a snowboard or mountainbike with Shaun Palmer, snowboarding and mountain biking world champion; on a skateboard with Jason Maxwell, skateboarder extraordinaire or at the sound board at concerts with Nikki Sixx of the band Motley Crue.
JVC is supporting the “Ride the Wild Side Promotion,” with national advertising, radio promotions, and p.o.p. materials at JVC retailers.
Grandia II Floorstand Attracts Attention
This Grandia II Floorstand display was created to draw attention to a new virtual reality word game.
Three-dimensional elements were created using die-cut construction and four-color litho. Bold character graphics featuring the signature parrot and main character of the Grandia game boldly proclaim that the new arrival is now in stock. Vignettes on the display demonstrate the various action aspects of the game. The imagery used on the display tied into other forms of advertising that supported the launch.
The Grandia II Floorstand was produced by Phoenix Display/International Paper of Thorofare, NJ.
Virgin Megastores Offering Digital Preview System
The Virgin Entertainment Group (VEG) has announced the pilot launch of Virgin’s new digital Preview System, which allows customers to preview a huge assortment of both music and video on demand. It is the most advanced entertainment preview system in the market today, and will allow customers to access a database of over 10,000 DVDs and 200,000 CDs through an easy to use touch-screen interface. Virgin developed the system using entertainment data supplied by Muze, Inc.
The system allows customers to preview entertainment product by simply scanning the item’s barcode. It also provides Virgin recommended titles, and soon will offer search, remote ordering and access to exclusive Virgin content and products. The system is the first stage in an ongoing initiative to integrate VEG’s “Clicks and Bricks” operations.
“Combining Muze’s comprehensive entertainment data with Virgin’s inventory data allows us to provide our customers with the richest product information possible, so everything consumers want to know about our products is right at their fingertips,” said Anthony Dean, Vice President, Retail Development for VEG
White Castle Restaurants Unveil New Prototype Design
White Castle restaurants are introducing a new design for the 80-year-old hamburger chain
The new design maintains the white exterior and castle-inspired façade, but the look is designed to convey the brand’s vitality and ability to satisfy “Cravings.” In fact, there are signs designating “Crave Zones” above where the hamburgers are prepared.
The new logo is true to the spirit of past logos, but is updated with a new style. It retains the castellations and a hint of the gothic font, but is brighter, bolder and easier to read. Orange has been added to the traditional blue and white used by the company in both the logo and the design of the stores.
The new design is being tested in select sites around the country beginning with St. Louis, Chicago and New York City.
WWF And BIC Team Up To Launch Novelty Lighters
BIC Corp. has introduced twelve BIC lighter designs featuring the World Wrestling Federation brand. The launch is the beginning of a two-year partnership between WWF and BIC, to produce a line of lighters designed with the images of WWF superstars including Chyna, The Rock, and Stone Cold Steve Austin.
The new series will be available in 50-count trays. The display trays are designed to resemble the famous WWF’s “squared circle” wrestling ring.
According to Chris Mills, BIC's Global Marketing Manager-Lighter Category, the WWF branded product line will promote “collectibility.” “The initial twelve designs will feature today’s hottest WWF Superstars as well as three property logos,” he said. “When the story line changes and new stars are in the limelight, our lighter designs will feature these new stars and create on-going excitement about the series.”
Twinlab To Launch Cholesterol Success
Twinlab is launching Cholesterol Success, for the 65 million Americans who have elevated cholesterol, yet are not on prescription medication. Cholesterol Success is the first dietary supplement to contain Reducol, a proprietary plant-based blend that clinical tests show can lower LDL cholesterol by up to 24% when combined with a healthy diet low in saturated fat and cholesterol.
Based upon an exclusive marketing agreement between Twinlab and Novartis Consumer Health, Cholesterol Success will be the only Reducol based dietary supplement available in health and natural food stores.
A multi-million dollar advertising and promotion campaign is planned to support Cholesterol Success. This floor display highlights the product’s clinical test results as well as a special rebate offer.
Dippity-Do SPORT Kicks Off Back-To-School Promo
White Rain Co. is featuring the Dippity-Do SPORT “Go To The Game With The Do” sweepstakes through in-store promotional displays in food, drug and mass retailers.
The eye-catching display features Brian Griese, quarterback for the Denver Broncos, and call-to-action information for consumers to participate in the sweepstakes. Consumers are directed to call a 1-800 number for their chance to instantly win one of 750 Dippity-Do SPORT prizes.
The sweepstakes Grand Prize features the ultimate tailgate party at a Denver Broncos home game-complete with an official, cobalt-blue Dippity-Do SPORT 2002 Dodge Ram 1500; roundtrip airfare for four to Denver; a deluxe, catered tailgate party; and a post-game huddle with Brian Griese.
Miller Brewing & MGM Run Halloween Promotion
MGM Home Entertainment and Miller Brewing have joined forces for a Halloween promotion featuring MGM’s Halloween 2001 collection of more than 66 videos and DVDs and Miller Lite and Miller Genuine Draft.
The “Get Your Party Vamped” promotion allows consumers who purchase Miller Lite, Miller Genuine Draft or Miller Genuine Draft Light to purchase one of three selected MGM Halloween VHS titles for $3.99. Consumers also receive discounts on MGM Halloween titles through instant coupons placed on-pack of Miller products.
The promotion is handled by Los Angeles-based PBM Marketing Solutions for MGM and St. Louis-based Zipatoni for Miller. P.O.S. includes stand-ups, display cards and ceiling danglers.
“We sought an alliance timed to the Halloween season that would increase our distribution channels and provide impactful cross-promotional opportunities,” said Corie Tappin, Sr. V.P. Marketing, MGM Home Entertainment. “Combining the global recognition of Miller and MGM with the fun of Halloween allows us to entertain a wider group of consumers,” said Mario Austin, Brand Promotions Manager, Miller Brewing
New Shiner Hefeweizen Brew Supported By P.O.P.
Spoetzl Brewery has introduced Shiner Hefeweizen, a classic unfiltered Bavarian-style wheat brew that delivers a rich, satisfying flavor. “Always pour Shiner Hefeweizen into a glass in order to properly rouse the yeast that lingers at the bottom of the bottle,” said Gary Hudman, Shiner Brand Manager. “We are telling people to ‘Pour yourself an out-of-bottle experience.’”
Shiner will support Shiner Hefeweizen with a full line of interactive and attention-grabbing point-of-sale materials including tackers, banners, table tents, and counter cards that encourage consumers to pour their own ‘out of bottle’ experience.
GNC Launches In-Mall Displays For ‘Hot’ Products
General Nutrition Centers is testing a new marketing concept that places cart kiosks in major malls nationwide, where GNC already has stores, increasing the visibility and accessibility of GNC products.
The cart kiosks will feature some of GNC’s best-selling products, including ArginMax, which is scientifically designed to support male and female satisfaction; and GNC's Scan Diet, a nutritionally complete meal replacement product for consumers who are striving to lose and/or maintain their weight.
Roberta Gaffga, GNC Sr. V.P., Marketing, said, “This is an exercise in one-on-one marketing that places a small selection of GNC’s hottest products right in front of consumers in major metropolitan malls. The cart kiosk program not only introduces consumers to our best selling products, it also serves as a roadmap pointing them to our stores in these malls. This is truly low-cost, consumer friendly marketing.”
The Old Farmer’s Almanac Boxed Calendars Displayed
Yankee Publishing wanted a way to leverage the strength of The Old Farmer’s Almanac to sell its newer products, such as The Old Farmer’s Almanac boxed calendars.
The Old Farmer’s Almanac display was retooled to make the tray deeper, allowing for four facings, two deep, of the boxed calendars. The design of the floorstand allows the flexibility to configure the packing three ways as needed-all books, books and wall calendars, and now, books and boxed calendars-all with no change to the tray itself.
The Old Farmer’s Almanac display was produced by Triangle Display Group, a Philadelphia, PA-based p.o.p. display firm.
Nintendo Official Accessories Half Pallet Display
Nintendo of America placed this half pallet unit in the ‘Action Alley’ area of Wal-Mart stores to display accessories for Nintendo 64 and Game Boy in one location. The placement was intended for impulse buying in an area separate from the video and music sections.
This half pallet was designed with quick assembly shelves for easy packing of product. Each shelf was printed with bar coded SKU number and unit price. The display caught the consumers’ eye with its vibrant, red background color. Product could easily be examined and placed back on the shelves of the display. As a result of this display, Nintendo’s sales doubled in the first two weeks of the display set-up in the store.
The half pallet display was produced by Smurfit-Stone Display Group, Sandston,VA.
Pokemon 3: The Movie Promoted On VHS & DVD
Fans can now complete their Pokemon movie collections with the Warner Home Video release of “Pokemon 3: The Movie” on VHS and DVD.
“Warner Home Video is thrilled to add Pokemon 3: The Movie, available on VHS and DVD, to the Pokemon movie library,” said Ewa Martinoff, Warner Home Video’s Vice President, Family Entertainment Marketing.
“Pokemon 3: The Movie” is backed by a multi-million dollar, national marketing campaign targeting both parents and children, including national broadcast, print and on-line support.
Merchandisers are available in 18-, 24-, 36- and 48-unit configurations for “Pokemon 3: The Movie.” Mixed merchandisers featuring “Pokemon,” “Pokemon: The Movie 2000” and “Pokemon 3: The Movie” are also available.
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
