‘Nikegoddess’ Women-Only Stores Debut
Nike is opening women-only retail outlets, called Nikegoddess stores, merchandised with an extensive array of Nike footwear, apparel and equipment exclusively for the active woman.
The Nikegoddess stores will be similar to a boutique environment and have a high level of service. In the past, Nike feedback from women revealed that they see a limited amount of Nike product for women at other sports stores and women-only sports stores because most retailers carry other brands too and are reluctant to show every product that Nike manufactures. Nikegoddess stores will sell only Nike products.
“The objective of Nikegoddess is to showcase the breadth of Nike product offerings for the active woman in a setting that women are most accustomed to shopping,” said Kathryn Reith, Nike spokesperson. “Women are used to open views and shopping in department stores or boutiques. The sections will flow together better making it easier for women to find what they are looking for.”
Footwear will be placed on tabletops as opposed to a shoe wall only and there will be more emphasis on merchandising and product presentation.
The first Nikegoddess store will open this fall in Los Angeles with plans to roll out Nikegoddess stores in other cities.
Ericsson Establishes In-Store Presence
Ericsson required a modular cell phone display, which would provide product information and work in both a wall or countertop format. The components had to fit together seamlessly as a system or be capable of standing alone.
This Ericsson display system, developed by Concept Designs of Mountain View, CA, was a complete re-branding project for Ericsson. The display was the debut of the first-ever complete P.O.P. system for the critically important retail partners such as AT&T, and Cingular Wireless. Brand new display boxes were invented to exhibit hard-to-show phone accessories. It was imperative that this system could be utilized in its entirety or that any and each component could stand alone in the retail environment while touting the Ericsson brand name. Retailers are now able to create an Ericsson Display system to conveniently cluster the entire product line in a visually stimulating yet compact space.
Kodak Unveils Digital Camera Print Kiosk
Kodak has debuted the Kodak Digital Camera Print Kiosk, which produces photo quality prints from digital cameras. According to Kodak, the consumer receives a 4x6 print every 30 seconds. It's designed so that the consumer walks up with the memory card, plugs it in, and they can print the entire batch of photos with the card. It is designed for those who want quick pictures.
Kodak plans a limited trial of the units in traditional and non-traditional areas, such as resorts, national parks, and travel centers (perhaps even amusement parks), to test their popularity in places that aren’t traditional retail outlets.
Versatile Endcap Display Boosts Beverage Sales
Coca-Cola is using this ‘Flexinator II’ display from Display Technologies, College Point, NY, as a flexible permanent endcap display.
The display's innovative merchandising design boosts sales and product rotation as well as increased product capacity, while minimizing out-of-stocks. It reduces stocking time, improves consumer friendliness, and offers multiple slotting positions and configurations for a broad range of popular packages for immediate purchase. Its attractive presentation promotes brand and retailer names, heightens consumer awareness and generates incremental purchases with customized bold, eye-catching graphics on four-sided styrene headers, panels and shelf facings. Crafted of stainless steel, the merchandiser's racks and frames were powder coated in white to coordinate with most in-store décor. It sets up in under 30 minutes without tools, nuts or bolts.
P.O.P. Supports New Reebok Water
Reebok and Clearly Canadian are supporting Reebok Fitness Water, with a wide range of p.o.p. materials.
Reebok Fitness Water will help pioneer a new concept within the bottled water segment: enhanced water beverages. It contains essential vitamins and minerals and electrolytes.
Reebok Fitness Water is available in three flavors: Natural, (which has zero calories), Berry, and Citrus.
“Developing this new beverage with Reebok provides us a competitive advantage as we draw upon Reebok’s leadership in the fitness industry and their understanding of the fitness and sports consumer,” said Douglas Mason, President, of Clearly Canadian Beverage Corp.
SpongeBob Squarepants Pineapple POP Display Debuts
Golden Books Family Entertainment (GBFE) is using this display to showcase new titles based on the hit Nickelodeon series.
The exciting product line-up will be supported by a national "Design-A-Tie" contest, where kids 4-17 are encouraged to design a new tie for SpongeBob SquarePants and enter to win prizes. In order to generate in-store awareness for the line, Golden Books has created a striking point-of-purchase display designed in the shape of SpongeBob's home-the pineapple.
“We are excited to have an opportunity to work with Nickelodeon and bring one of their breakthrough characters to print,” said Rich Maryyanek, Sr. V.P., Marketing, Golden Books. “Our titles really reflect the unique style of SpongeBob SquarePants and we expect a great response from consumers of all ages.”
‘Tony Hawk’ Floor Display
Best Buy is reporting record sales of its Tony Hawk Skate Board Trick Tips DVD and VHS tapes, which it attributes to this POP floor display. Cindy Springer, Marketing Manager for Red Line Entertainment, Division of Best Buy, said, “Our objective was to have a high impact presentation of the product in order to promote a sweepstakes for Tony Hawk.”
The display was produced by Meyers Display, Minneapolis, MN, which drop shipped both the display and product. “With each of these free standing floor/aisle displays (17.5”x16”x64”) we shipped to each Best Buy store 36 VHS tapes and 12 DVD’s,” said Scott Carron, Sales Coordinator for Meyers Display.
La Prairie Features Permanent Counter Display
Laboratories La Prairie SA required a new display unit when two new products were added to its existing Cellular Purifying System line. The display was to appear un-changed while still glorifying the two new products in the line.
The injection molded, frosted acrylic permanent counter display was created for the European market, and included an adjustable stainless steel wire brochure holder. New product pedestals were added as a continuation of the arching wedge shape. To achieve the proper color and translucency, the bottom plate was molded in a trans white for glow, and the top frost was created by a combination of pearlescent and sandblasting techniques.
The La Prairie Cellular Purifying System permanent counter display was created by Nikles Design Corp., Baldwin, NY.
Stylish Display Created For ISO Hair Products
Katherine Frank Creative came to Rapid Displays, based in Chicago, IL, searching for the perfect display to feature ISO’s multiple hair products.
The client wanted the display to be a freestanding unit within salons, and needed to graphically communicate the benefits of the product.
Rapid Displays created a visually appealing display, combining smooth metal surfaces with translucent panels and glass shelves and a bold header.
Rapid Displays was responsible for the full production, graphics and packaging of this display.
Zany Brainy Stores Feature LEGO Gondola Environment
Zany Brainy stores are installing the LEGO Modular Gondola Environment, designed to utilize existing store fixturing.
The design is flexible, effective and cost conscious. Various materials and manufacturing processes were utilized to achieve this vivid environment. This flexible design can be configured for several different gondolas in a variety of dimensions. All graphics panels are changeable and can accept a variety of printed materials.
The LEGO Modular Gondola Environment was created by Design Phase, Inc., a Northbrook, IL-based p.o.p. display firm.
Target Displays Play + Learn Early Development Toys
Parents Magazine Play + Learn early development toys, an innovative collection of infant toys, are being featured in an 8-foot display section in all Target Stores in August. Building on the brand's success at Target, a comprehensive program of Parents Magazine Play + Learn including workbooks, flashcards, and activity sets, recently introduced by Learning Horizon, a division of American Greetings; over 50 sku's of the Parents Magazine Play + Learn infant toys by Battat; and Parents infant safety products will all be on display in one comprehensive section by this fall.
The Joester Loria Group, New York, NY, developed this program, creating the partnership between the retailer, the brand and the manufacturer.
Wood Barrel Displays Wild Turkey Rare Breed
Austin, Nichols & Co. has launched its “20,000 Experts Agree” marketing initiative to promote Wild Turkey Rare Breed and its Rare Breed Society.
As the Rare Breed Society approaches its 20,000-member mark, Austin, Nichols is reaching out to small-batch bourbon buyers with a promotion to encourage membership in the society. All Rare Breed Society members are automatically entered into a drawing to win a trip to Lawrenceburg, KY and become "Master Distiller For A Day.”
In stores, the program will be supported by a promotional header over a traffic-stopping 3-case permanent wood barrel display. The authenticity and sturdiness of the real wood display barrel emphasizes the genuine Kentucky origins of Rare Breed.
Kahlua Runs ‘Hit The Hot Spot’ Sweepstakes
Kahlua and E! Entertainment Television are conducting the Hit The Hot Spot With Kahlua Sweepstakes, transporting six lucky winners and their guests to the Isle of Ibiza, Spain for one week this fall.
E!'s Talk Soup host Aisha Tyler will appear in various promotional spots, followed by a special E! Wild On Ibiza show to air later this year. In addition, the Kahlua Kollective Beats Tour kicks off featuring the kind of progressive club music Ibiza is known for.
Entry forms for the sweepstakes are available at special p.o.p. displays.
“We are thrilled to team up with E! for ‘E!'s Hit the Hot Spot with Kahlua sweepstakes,” said Kevin McCarthy, Kahlua's Sr. Brand Manager at Allied Domecq Spirits, USA. “The island of Ibiza is all about unconventional fun, just like Kahlua.”
Pemmican & ESPN Run Sweepstakes Promo
Pemmican Beef Jerky and ESPN are offering an all-expenses-paid trip for four to catch two Major League Baseball games in two cities and lunch with ESPN announcer Kenny Mayne, in the “Ultimate Baseball Road Trip” promotion. To enter this contest, consumers must visit www.espn.pemmican.com. TV spots on ESPN and POP displays will support the promotion.
“The promotion complements the brands ‘Survive the Day’ tagline and reinforces our connection to baseball,” said Tina Larson, Promotions Manager for Pemmican.
Slim Jim Displays Promote ‘Raw Meat’ Music CD
The Slim Jim brand is offering consumers a sampler Raw Meat CD featuring music tracks from 13 up-and-coming raw, fresh, and in-your-face groups.
Slim Jim point-of-sale displays screaming “3 Meaty Snax Gets Your 13 Beefy Trax” encourage consumers to collect the free SlimJim CD by following three steps: Buy any three Slim Jim products; Look for the numbered code printed at the bottom of the package; go to www.slimjim.com and enter three product numbers along with their name and address. Slim Jim will ship a Raw Meat CD free, which will also include valuable savings, including a $5 coupon for Midway’s San Francisco Rush 2049 video game and four free issues of Spin, Vibe and Rolling Stone magazines.
The CD promotion was concepted by The Creative Couch of Los Angeles, CA, which specializes in reaching the teen market.
Staedtler Displays iBrites In Eye-Catching Colors
Staedtler’s new iBrites are merchandised in this lazy susan-style, two-tiered acrylic counter display. The two levels of the display have six clear cup holders that hold eight pens each, providing an unobstructed view of the product. The two-sided, four-color header card will attract consumers with its “bullseye” graphics and small footprint, which saves precious counter space.
iBrites are ergonomically designed with wide barrels and soft rubber grips for comfort, especially for students who write for long periods of time. The pens all have black ink, regardless of barrel color, and a medium point for smooth writing. iBrites come in three eye-catching colors: bright pink, lime green and deep violet.
Fox River Paper Displays Its ThemeMarks
Fox River has introduced ThemeMarks, a new line of watermarked papers in this display, which positioned the line as a unique, premium line of business papers for professionals.
Symbols such as the caduceus for medical and the scales of justices for legal were made into watermarks on sheets as a subtle reminder of the professions. A stylized TM was created to symbolize ThemeMarks.
The program included the design of brandmarks, packaging and in-store displays. A bold, purple color scheme was used throughout all support materials to generate impact at retail and create an upscale look, which focuses on the target audience.
The ThemeMarks merchandising program was created by Design North, Racine, WI.
“Z” Displays Feature Mini Light Bulb Nail Colors
American Woman, Inc., is featuring this “Z” lightning shaped display to introduce its two new nail color lines, mood changing nail color that changes color based on your body's temperature and Watt, a color nail lacquer with natural pearl for longer wear.
The nail color bottles are designed to look like light bulbs to highlight the "electrifying" shades. The new lines are available in Wal-Mart and Ulta stores as well as various other venues, targeting women 9- to 90-years-old, according to Jenel Faraci, American Woman President.
The Mood Changing “Z” display and the Watt a Color “Z” display are also available in mini counter versions.
Novartis Introduces ReSouceWellness Line
Novartis Consumer Health, has launched ReSource Wellness, a complete line of dietary supplements developed to help consumers feel better and take charge of their health. For those who could use more stamina, there's 2nd Wind. ForSight promotes healthy eye function. MemorAble is for mild memory and concentration problems; and FlexTend helps maintain healthy joint function.
Barry Kesten, Marketing Director, Novartis Consumer Health, said, “Dietary supplements are routinely packaged in such a way that offers no guidance to help consumers choose the supplement that is right for their specific health needs. The ReSource Wellness supplements are clearly labeled to deliver precisely the information consumers need to make an informed decision.”
Floor displays, shelf talkers, FSI’s and a consumer refund offer will help to support the launch.
Genesee Brewing Runs ‘Tough Stuff’ Sweepstakes
Genesee Brewing has launched the “Genesee Beer Tough Stuff Sweepstakes,” with a full-scale p.o.s. presence including life size stand-ups, banners, case cards and easel cards. Prizes include the grand prize 2001 GMC Sierra truck, and five first prize adventure vacations in Lake Placid, NY.
Shawn O'Donnell, Genesee Brand Manager, said, “We expect this promotion to drive increased traffic to stores, increase sales and also help build strong relationships with on- and off-premise accounts.”
Miller Genuine Draft Features ‘Blind Date’ Promo
Miller Genuine Draft’s Blind Date promotion takes winners to one of the most mysterious places in the world-the Bermuda Triangle. Consumers nationwide can enter the sweepstakes to see one of the biggest bands in rock music play somewhere in the Triangle. The band, too, remains a mystery until performers hit the stage.
“Miller decided to celebrate the fifth anniversary of Blind Date by making the ‘mystery location’ -always part of the promotion-more ‘mysterious’ than ever,” said Barry Marek, Director of Promotions.
Consumers can enter by “Peeling to Reveal” a Blind Date code found on labels of specially marked bottles of Miller Genuine Draft and entering that code at the MGD Blind Date Web site. Some 500 grand prize trips will be given away.
Off-premise materials include a pole topper spectacular, display cards, case cards and danglers. On-premise materials include imprint banners and table tents.
Budweiser Runs ‘Wild On Bud’ Promotion
Budweiser has joined forces with E! Entertainment Television and its “Wild On” program host Brooke Burke, who is serving as spokesperson for the “Wild On Bud” promotion. The “Wild On” program, which explores exotic destinations is the basis for the six-month-long promotion by Budweiser.
Consumers can experience the “Wild On Bud” promotion at local bars and clubs. In each market, retailers are hosting events featuring a variety of fun, co-ed party games. Consumers have opportunities to win local prizes and a grand prize trip for two to exclusive “Wild On Bud” destination parties.
“Our ‘Wild On Bud’ promotion will reinforce Budweiser's contemporary image by creating the ultimate party experience in bars and clubs,” said Dan Hoffmann, Director of Budweiser Marketing.
A complete collection of “Wild On Bud” POS materials is available in both English and Spanish to support the promotion.
Heineken Runs Promotion With ‘Swordfish’
Heineken USA, Inc., White Plains, NY, and Warner Bros. have launched a multi-million-dollar promotion for the action thriller, "Swordfish."
“Swordfish” stars John Travolta, Hugh Jackman and Halle Berry, will appear in character on Heineken television ads featuring clips from the film.
Travolta and Berry will also lend their likenesses to high-visibility Heineken point-of-sale displays.
Theo de Rond, Director, Corporate Marketing, Heineken International, said “Tying in with films provides a strategic fit for our customers. We are happy to associate with Swordfish.’”
Jameson Display Features Contemporary Design
This floor display, created for Jameson Irish Whiskey, features a contemporary design that will help the Jameson brand transition from its traditional image to a more modern presence.
It is constructed of powder coated metal, CNC routed metallic laminated panels, green glass acrylic shelves, stainless steel cables and a wood laminate base.
This Jameson Irish Whiskey floor display was created by Acrylic Designs Inc., a Springfield, VT-based p.o.p. display firm.
Sutter Home Features ‘Back To The Diner’ Promo.
Sutter Home Winery is inviting consumers to compete in a Build a Better Burger Cookoff, with the winner taking home a grand prize of $20,000. The 2001 Build a Better Burger promotion features a “Back to the Diner” theme with: 3-D mass and mini-mass displays boasting a 1950s drive-in style red neon sign showcasing a giant burger and blinking chaser lights; a Diner-ette standee holding a tray of burger, fries and bottle of Sutter Home wine (reprised on mini casecards and a themed pricer card); and bottle neckers with contest entry rules, prize-winning burger recipes, and high-value coupons from promotion partners Grey Poupon and Aussie Grill; and grilling tips from Sutter Home chef Jeffrey Star.
Shari’s Berries Display Helps Florists Capture Gift Market
For florists wanting to maximize countertop revenue, Shari's Berries, the nation’s leading brand of gourmet dipped strawberries, has introduced its Florist Direct Program.
An elegant countertop kiosk displays mock strawberries and seasonal gift boxes to compliment the flowers sold in the store and help generate significant in-store sales for florists. The program enables florists to put available countertop space to work for them as well as simplify sales and order fulfillment.
“Since flowers and chocolate often go together when it's time to celebrate or romance, why not offer them at the same place and time for the customer's convenience,” said Shari Fitzpatrick, Founder of Shari's Berries. "For the first time, Shari’s Berries is proud to partner with florists nationwide to help them capture the gourmet gift market."
Spiritual Harvest Windchimes Featured On Floor Display
United Design, Noble, OK, America’s largest manufacturer and distributor of cold cast animal figurines to the gift and decorative accessories market, is offering retailers this floor display to give its Spiritual Harvest windchimes and mobiles all the attention they deserve as well as provide in-store merchandising ease for the retailer.
The windchime display is made of natural wood with a white painted finish. The unit displays a wide assortment of products in a minimum of floor space.
Red Cell Power Center Merchandises Batteries From NASCAR
The Red Cell Battery display packs a powerful punch in the battery aisle with its fire engine red graphics.
It features changeable information channels on three sides as well as the header. In addition, each section has an extended scanner bar that identifies product size and price. The unit rotates on the base and also contains hidden wheels.
The Red Cell Battery display was produced by Display Creations, Inc., a Brooklyn, NY-based p.o.p.. display firm.
Whirlpool Canada Features Permanent Hood/Range Display
Whirlpool Canada has introduced a specialized display to focus consumer attention on the features and benefits of its upscale Kitchen Aid Pro-Series stainless steel hood and range combination.
Designed and manufactured by Creative Displayworks Corporation of Vaughan, Ontario, Canada, the display features a cherry wood glazed laminate cabinet, a girder-look laser cut steel framework and a brushed aluminum laminate base featuring the Kitchen Aid hub logo.
The cabinet was designed to adjust to accommodate either a 30" or 36" wide range. A detachable poster holder facilitates advertising message changes.
Display units have been shipped to appliance dealers across Canada.
Friskies Promotes Game With 3-D Audio Floor Ads
Friskies PetCare has launched the Say “Come 'N Get It” and Win Game, a sweepstakes offering a $25,000 grand prize. Consumers will be urged to “come and get” specially marked packages through innovative talking 3-D floor advertisements in food aisles of grocery stores.
Come 'N Get It dry dog food brand is the first ever to use a 3D FLOORad with an interactive audio message. The 3D IN-depth FLOORads are created through a patented process using specialized printing to create images that appear to rise out of the floor. The ads will invite shoppers to step on a particular spot to activate an audio message that says, “Come 'N Get It! Win $25,000 with Come 'N Get It.”
Maureen Borland, V.P., Consumer Marketing Services, Friskies PetCare, said, “The audio/visual experience of the innovative floor advertisements are a great way to leverage the experience for consumers to get excited about the promotion.”
Display Reintroduces Krunchers Product Line
Wise Foods. required a display that would help re-introduce the Krunchers product line and enhance the image of the kettle cooked Krunchers product. By the use of a Krunchers display readily identifiable with the product, Wise was able to gain new secondary placements.
The materials used (wire, sheet metal, vacuum-formed plastic, plastic extrusions and foam board), allowed maximum strength and flexibility. The display occupies a minimum amount of floor space while holding a large quantity of product (six cases).
The display was produced by SMP Display & Design Group, Chattanooga, TN.
Gillette/Eckerd Features Mach 3 Gravity Feed Display
Gillette wanted a display that would gain out-of-the shaving aisle positioning for the Mach 3 razor and convey the razor’s sleek imagery.
The Mach 3 Gravity Feed floorstand/powerwing was designed with injection molded channels, created of translucent styrene, that hold 33 razors and 24 cartridge packs in a small footprint. The gravity-feed shoots are designed to be staggered so that consumers can shop either of two rows. The Gillette Mach 3’s sleek signature color is used to leverage brand equity while the high-tech design of the unit reinforces the Mach 3’s brand positioning. The Gillette and Eckerd logo appears on the side panels.
The fact that the unit could easily be converted from powerwing to floorstand allowed Gillette to gain a strong position in Eckerd’s “main power aisle” driving impulse purchases amongst customers not shopping the shaving aisle.
The Gillette/Eckerd Mach 3 display was produced by New Dimensions Research, Inc., Melville, NY.
Crescent Features Mat Color Selector
Crescent is using this Mat Color Selector display to portray the full line of Crescent mat boards in a simple yet changeable format in the framing departments of specialty retailers. The display is designed to fit into any store configuration and free up counter space.
The five-sided floor display spins for easy product access and versatile in-store placement. It contains removable trays that can be placed on the counter for customer consultations. The floor display is approximately 68" tall x 27" wide by 26" deep with a turntable base.
The Crescent Mat Color Selector was produced by Frank Mayer & Associates, a Grafton, WI-based p.o.p. display firm.
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
