Beer

Anheuser-Busch prevails in the battle for pre-game display space

Retailers are pushing marketers of beer, wine and liquor into tight retail spaces, forcing marketers to stir up innovative P-O-P and packaging to grab consumers.

Client: Madden Communications, Wood Dale, Ill.
Introduction: May 2003
Number of displays: 17,000
Distribution: Various c-stores nationwide
Construction: PVC, laminated label with 4-color printing, LEDs, clear suction cups, plastic C-channel clip
P-O-P company: DUCO Technologies, Henderson, Nev.
Comments: Used to promote Miller and Foster's beer, these "Cooler Door Displays" have flashing LED lights and price channels. Built-in suction cups enable retailers to adhere the pieces to refrigerator case doors.

The beer case-shaped parrot reinforces the "to go" theme of Coronitas, a 7-ounce version of Corona beer.

• Simple setup. It allows for easy placement at retail, and the price sign can be attached or removed as needed.
• Symmetrical design. The piece was created with one press form, making production economical.
• Blending the product and the brand. An actual case was used as the base of the sign, incorporating the parrot as the Corona symbol.

Design Data

Analyzing the most successful new products of 2002-2003