Beer

Anheuser-Busch Inc., St. Louis, has signed a multi-year agreement with National Hockey League Hall of Fame inductee Wayne Gretzky to serve as spokesman for the company's Bud Light brand, the official beer of the NHL. The program includes a variety of on- and off-premise P-O-P materials promoting Gretzky and the beer. One of the main pieces in the promotion is a 72-inch by 32-inch standee that shows Gretzky standing next to a hockey net filled with pucks. In addition, there are table tents, banners, imprintable banners touting special promotions and imprintable posters.

Client: The Boston Beer Co., Boston
Producer: C.D. Baird & Co., West Allis, Wis.
Comments: The objective was to create a highly visible unit that emulates the rich graphics and distinct style of the Samuel Adams six-pack carrier. Its design allows the retailer to utilize the unit as either a mobile or a pole topper for mass case stackings.