7-Eleven

Product: Prepaid phone cards
Number of displays: 5,700 P-O-P kits
P-O-P company: Drift Inc., Dallas
Distribution: 7-Eleven stores
Introduction: April 2002
Duration: Temporary
Construction: Corrugated and paper
Display set-up: Retail staff
Verizon joined forces with 7-Eleven stores to create four different phone cards sold only at 7-Eleven. Window posters, counter cards and a 32-foot storefront banner were some of the P-O-P designed for the in-store marketing campaign.

Retail Category: C-stores
Display Type: In-line, Gondola or On-shelf
Client: Kraft Foods, Glenview, Ill.
Producer: New Dimensions Research Corp., Melville, N.Y.
Size of Run: 15,000
Comments: 7-Eleven stores carried this springload tray in their refrigerators alongside Coke, Pepsi and other soft drinks. Capri Sun's unique, soft packaging prevented it from working in standard gravity-feed trays.

Clients: Newspaper publishers
Products Promoted: Newspapers
Comments: Designed specifically for 7-Eleven stores, these displays highlighted "March Madness" NCAA basketball coverage in 23 metropolitan newspapers. Headers and lug-ons were customized for newspapers in each market, and the displays were engineered to withstand the weight of many newspapers.
Introduction: March 2001
Size of Run: 4,000

Client: The Washington Post/The Dallas Morning News
Producer: Santa Cruz Industries, Santa Cruz, Calif.
Comments: To help accommodate daily changes in newspaper sizes, a patented Interlok shelf design on this display allows shelves to be adjusted without the use of tools. Designed for 7-Eleven stores, the displays also provide ample viewing area of headlines while letting light enter from the back side.