Super Bowl & Football

Marketing managers battle cola giants every day for display space and customer attention

Client: Converse
Producer: Thomson-Leeds Co.
Category: Inflatables
Comments: In the client's television commercials, NBA star Larry Johnson dresses as the character Grandmama and jumps through the ceiling. This inflatable re-creation attaches to the retailer's ceiling with a foamboard panel that simulates a cracked ceiling. The detailing is identical to the TV commercial down to the soles of his/her shoes.

Client: Microsoft Corp.
Producer: Design Display Group
Primary Design Company: Einson Freeman Inc.
Category: Thermoformed Plastic: Sign
Comments: The use of inflatables or other materials was not an option because the client insisted on the realistic reproduction of a new product's shape. This sign was vacuum formed in two parts. A corrugated substructure ensures that the proper shape is maintained.

Product: Point Special beer
Number of displays: 5,000 display bins; 1,500 neon signs
P-O-P companies: Phoenix Display & Packaging Corp. (bins), West Deptford, N.J.; KCS Industries (neon), Milwaukee; Sterling Promotional Corp. (inflatable rafts), Great Neck, N.Y.
Distribution: On and off premise
Introduction: November 1993
Duration: Semipermanent
Construction: Corrugated (bins); neon (signs); vinyl (rafts)

Product: Point Special beer
Number of displays: 5,000 display bins; 1,500 neon signs
P-O-P companies: Phoenix Display & Packaging Corp. (bins), West Deptford, N.J.; KCS Industries (neon), Milwaukee; Sterling Promotional Corp. (inflatable rafts), Great Neck, N.Y.
Distribution: On and off premise
Introduction: November 1993
Duration: Semipermanent
Construction: Corrugated (bins); neon (signs); vinyl (rafts)