Co-Marketing

With increased competition and impulse sales, marketers look for product visibility through new display options, new locations and new channels

Product: Cookies and crackers for kids
P-O-P companies: East-West Creative Inc. (design), New York; Tim-Bar Metro/Oxford Innovations (production), Englewood Cliffs, N.J.
Distribution: Supermarkets
Introduction: August 1998
Duration: Temporary
Construction: Corrugated
Last year's successful co-branded Cool School Bus sweepstakes program from Nabisco has been expanded this fall with a redesigned school bus floor display driving sales.

Product: Samuel Adams beer
P-O-P companies: Alliance Print Group (printing), Boston; Paramount Farms Inc. (co-branding coordination, mug display), Los Angeles
Distribution: On- and off-premise accounts
Introduction: August 1998
Duration: Temporary
Construction: Cardstock, corrugated
Boston Beer's Oktoberfest promotion features a national co-branding effort with Sunkist pistachio nuts and a sweepstakes contest. A case card display option includes a "nut bin."

As retail markets consolidate, marketers strive to develop partnerships with key accounts -- but is there room for a senior partner in the mix?

The squeeze on margins and space has marketers and retailers working more closely than ever before -- but it creates friction as well.

Client: Microsoft Corp., Redmond, Wash.
Product Promoted: Interactive doll
Objective: To design an interactive, informational display for high-traffic endcaps in toy departments, and to allow customers to test the product through a series of interactive buttons and audio enhancement.
Introduction: September 1997
Construction/Materials: Injection-molded plastic, styrene graphic wings
P-O-P Company: Schutz International Inc., Morton Grove, Ill.