Displays & Signs

Marketing program includes displays offering DC Comics magazines

Client: The Gillette Co., Boston
Product Promoted: Razors
Objective: To create a durable and cost-efficient display for merchandising Gillette's Sensor Excel razors in 30 Costco warehouse clubs throughout Canada.
Number of Displays: 30
Construction/Materials: Painted wood pallet, fabricated wood interior structure, corrugated fillers and false bottom, extruded plastic corner channels and edges, plastic side graphic panels, vacuformed and fabricated plastic top spacers, process screenprinted graphics on side panels and top spacer.

Client: Kidde Fire Products, Melbane, N.C.
Product Promoted: Nighthawk Smoke/Fire and Carbon Monoxide Alarm
Objective: The client wanted to introduce its "Talking" Alarm with a talking on-shelf voice box that describes the product in Home Depot stores.
Introduction: August 1999
Number of Displays: 3,000
Construction/Materials: 12-point four-color printed sleeve with push-button activation, plastic-molded 10-second talking voice box
P-O-P Company: Clegg Industries Inc., Torrance, Calif.

Client: Whitehall-Robins, Madison, N.J.
Products Promoted: Regular and Cherry Flavored ChapStick
Objective: To create a gravity-feed unit for blister packs that could be displayed in prominent areas. The client wanted to position its regular ChapStick along with the Cherry Flavored lip balm side-by-side.
Introduction: April 2000
Number of Displays: 3,500
Construction/Materials: Flexo-printed corrugated board for the bin, screenprinted vinyl for the "Rocket Booster" gravity-feed chutes.

Product: Ice Fresh hard candy
P-O-P company: Commander Packaging Inc., Chicago
Introduction: January 2000
Duration: Temporary
Construction: Corrugated
Display set-up: Retail staff
Storck USA has introduced Ice Fresh candy with sample packets that are promoted via a combination power wing/floor display and a countertop unit

Mass merchant stores are the one-stop shopping destination for millions of Americans. Marketers share their tips for creating P-O-P that slices through the clutter and makes the cut with retailers.