Cross-Merchandising

TLP
Frito-Lay Inc.
Comments: The goal of this display program was to pick up on "summer fun" imagery and to give the retailer an opportunity to cross-merchandise other seasonal items. The units were designed so they could fit into nearly any area within a store.

Today, more people are getting involved in P-O-P decisions. Who's pivotal, and what happens when retail departments clash?

Client: Nestle Canada Inc., Toronto
Products Promoted: Stouffer's A La Carte and Nestle Bundled Meal Solutions
Objective: To provide a destination for its new product launch -- A La Carte -- and to create bundled meal solutions for time-pressed shoppers.
Introduction: November 1997; March 1998
Construction/Materials: Wood, metal, laminate
P-O-P Company: HMG Worldwide In-Store Marketing Inc., New York

An Alphabet Soup of Opportunity in Supermarkets

Client: Madden Communications/Kraft Foods Inc., Wood Dale, Ill.
Products Promoted: Kraft Salad Dressings cross merchandised with Oscar Mayer Bacon Bits and Good Seasons Salad Dressing packets
Objective: To create a movable vehicle to cross merchandise Kraft Salad Dressings in the produce section of supermarkets.
Introduction: February 1998
Construction/Materials: All-natural Poplar wood, clear vacuum-formed product trays, litho signage header
P-O-P Company: Henschel-Steinau Inc., Englewood, N.J.

Pete's Brewing Co. is telling beer drinkers to "Have a Beer, for Pete's Sake," in one of the company's summertime promotions. The Palo Alto, Calif.- based brewer is running a cross-merchandising promotion with Chef Paul Prudhomme of Prudhomme's Magic Seasoning Blends. It offers consumers a tasty summertime alliance: a quality craft beer and premium spices for barbecuing.
   The promotion features Pete's Wicked Ale, Pete's Summer Brew and the new Pete's ESP Lager. In-store materials include a case card, case tucker, shelf talker and banner.

Supermarket retailers say they are going to put a lot more effort into the "home meal replacement category. Is there an opportunity here for consumer product marketers as well?

Client: Bacardi-Martini USA Inc., Miami, Fla.
Producer: Bish Creative Display Inc., Lake Zurich, Ill.
Marketing Objective: The goal was to create a "martini center" that would take up minimal floor space yet immediately catch the attention of consumers. The square design offers balance for the weight of the glass bottles and visibility from all sides. The metal display has acrylic shelving for merchandising several products and brochures.