Displays & Signs

Product: Sunglasses
Number of displays: 5,000
P-O-P company: Ettinger Displays Inc., Hauppauge, N.Y.
Distribution: CVS stores
Introduction: January 2000
Duration: Permanent
Construction: High-pressure laminate base; injection-molded plastic eyeglass holders; powder-coated metal grid accessory racks
Display set-up: Field force
Lantis Eyewear Corp.'s Family Optics display is designed with rotating panels that have graphics on the opposite side.

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.

Client: Revlon Inc., New York
Producer: Advertising Display Co., Lyndhurst, N.J.
Comments: For use as an endcap, the unit was designed with a large factice of the product to draw consumer attention. The shelves of the unit have color strip labels to make it easier for consumers to choose the color they need. The unit was produced for Wal-Mart stores to introduce the new lip product.

Product: HP LaserJet printers
P-O-P company: The Beeline Group, Newark, Calif.
Introduction: November 1999
Duration: Semipermanent
Construction: Cardstock, vinyl
Display set-up: Field and retail staff
HP's new merchandising layout is designed to lead customers to the appropriate printer. Customized P-O-P can help retailers create a unique look.

Client: Nintendo of America, Redmond, Wash.
Producer: JP Marketing Services, Santa Fe Springs, Calif.
Comments: With the new product launch, the client wanted to reinforce and enhance consumer awareness and promote the availability of Game Boy products "Now in Color." According to the company, almost 100% of the displays produced achieved placement in targeted stores and an estimated 35% of those remained hanging four months after the original six-month projected retail life.

Client: Beiersdorf Inc., Wilton, Conn.
Producer: Triangle Group Display, Philadelphia
Comments: For the introduction of the high-end Q-10 night wrinkle control product line, the client wanted an attractive, upscale display vehicle. This display is versatile because the primary components -- its base, power wing and lug-on riser -- can be mixed and matched to create the best vehicle for any desired display option.

Client: L'Oreal, New York
Products Promoted: L'Oreal Kids Tropical Punch shampoo and conditioner
Marketing Strategy: To develop a freestanding display and sidekick that would help create brand recognition. The display graphics had to be impactful and had to appeal to kids.
Introduction: December 1998
Number of Displays: 6,875 floorstands, 25,500 sidekicks
Distribution: Mass merchants and drugstores
Construction/Materials: Corrugated with a plastic vacuum-formed base and injection-molded trays

Client: Acushnet Co., Fairhaven, Mass.
Products Promoted: Titleist HP Tour and HP Eclipse golf balls
Marketing Strategy: To educate the customer about the features of each product in the family line. The product-specific headers detail the golf balls' unique qualities so the correct ball can be matched to the golfer's playing profile.
Introduction: December 1999
Number of Displays: 2,000
Distribution: Golf product retailers, pro shops

Ethnic marketing is rife with challenges and opportunities for brand marketers who understand their audience.