Coca-Cola Co.

Client: The Coca-Cola Co.
Producer: Mead Merchandising
Category: Metal/Wire Fixture
Intended Length of Use: 10 years
Production Run: Thousands
Unit Cost Range: $25 - $99 per shelf
COMMENTS: The NekTracker provides a reliable feed of 20-ounce and 1-liter bottles at all times. It feeds bottles forward by the neck (as opposed to the base) so package tipping is eliminated. A patented dual "gate" mechanism at the front includes a reverse lock that allows for easy on/off loading/shopping.

Client: Coca-Cola USA Bottle and Can Division
Producer: Thomson-Leeds Company Inc.
Category: Paperboard Counter, Shelf or Table Unit
Intended Length of Use: 4-6 months
Production Run: 10,000
Unit Cost Range: Less than $25
COMMENTS: The goal was to create an affordable in-store billboard. The bottle replica is produced using laminated, four-color lithography mounted to pillow-edged die-cut foamboard. The large size makes it visible throughout the store, yet it barely uses any shelf space.

Client: Coca-Cola
Products Promoted: Mello Yello soft drink
P-O-P Company: Serigraph Inc., West Bend, Wis.
Distribution: Small food chains
Material: Serigraph's own four-color process lithography with permanent adhesive
Introduction: Spring 1995

Product: Coca-Cola and Diet Coke 20-ounce contour bottles
Number of displays: 5,000
P-O-P company: Henschel-Steinau Inc., Englewood, N.J.
Distribution: Grocery, video and convenience stores
Introduction: June 1995
Duration: Permanent
Construction: Injection-molded plastic
The curvy lines of the Coca-Cola contour bottle get star billing on Coke's new merchandiser. The merchandiser, which was designed and manufactured by Henschel-Steinau Inc., won a silver Outstanding Merchandising Achievement award from POPAI in 1995.

Many marketers like open-bid situations to ensure low cost and strong creative efforts, but they pay for it in the end

Using a handful of vendors to supply all work keeps competition alive, cuts work, if right group is found