Games/ Contests/ Sweepstakes

To get more customers into stores, drugstores are supplementing their pharmacy and OTC offerings with a product mix and marketing programs that rival c-stores and larger retailers alike.

Client: Lego Systems Inc., Enfield, Conn.
Size of Run: 780
Producer: MBH Presentations Inc., South Plainfield, N.J.
Division: Temporary, Sales Promotion: National
Comments: This vacuum-formed countertop display served both as a display and a sweepstakes entry box for a contest exclusive to Toys "R" Us stores. The displays were featured on Lego "Harry Potter" endcaps for a 2-1/2 month period.

Current events have taken some media attention away from best-selling authors, making retail a crucial environment in promoting new releases.

Client: South Beach Beverage Co., Norwalk, Conn.
Comments: This pole topper and shelf talker supported SoBe's "Drink With Odditude" sweepstakes to win a Microsoft Xbox game console and a copy of the "Oddworld: Munch's Oddysee" video game.
Introduction: Fall 2001
Size of Run: 20,000 pole toppers; 10,000 shelf talkers
Construction/Materials: Paperboard, four-color printing
P-O-P Company: Wallace Printing, Lisle, Ill.

Beverage marketers face stiff competition to make their products stand out in a sea of introductions and powerful brands.