Account-Specific

A profile of Pepsi's Christopher DeMarco

Retail Category: Mass Merchants
Display Type: Endcaps & Power Wings
Client: Tiger Electronics, Vernon Hills, Ill.
Producer: Design Phase Inc., Northbrook, Ill.
Size of Run: 1,580
Comments: The marketing objective was to create a standalone environment to introduce the Hit Clips Micro Music System product line at Wal-Mart stores. The endcap helped lift sales 28% in stores that used it compared to stores displaying the product from existing peg hooks, according to the entry board.

Retail Category: Mass Merchants
Display Type: Freestanding: Temporary
Client: The Procter & Gamble Co., Cincinnati
Producer: ThompsonMurray, Springdale, Ark.
Size of Run: 1,500
Comments: Featuring strong colors and concise text, these pallet displays sold down quickly in Wal-Mart stores and helped maintain the brand's leadership status with the retailer. A second run of the displays was ordered along with PDQ trays that complement its design.

Retail Category: Mass Merchants
Display Type: In-line, Gondola or On-shelf
Client: Maybelline, New York
Producer: Riccarr Displays Inc., Pine Brook, N.J.
Size of Run: 1,500
Comments: Designed to fit within Wal-Mart's "4-way" gondola specifications, this prepacked display features vacuum-formed trays and a corrugated outer structure. A hinged flip top provided room for a beauty shot on the outside and printed information on the inside.

Retail Category: Home Centers & Hardware
Display Type: Freestanding: Temporary
Client: The Dow Chemical Co., Marietta, Ga.
Producer: The Dow Chemical Co., Marietta, Ga.
Size of Run: 10,000
Comments: With a goal to sell $3 million worth of product within six months, this display launch exceeded expectations by selling $4.5 million worth of sealant within 4 months. As a result, Home Depot increased allocated floor space to accommodate a 144-can quarter-pallet display.

New package design tackles usage problems and improves display opportunities