The Coca-Cola Company

Black & Decker focuses on its two major channels, mass merchants and home centers, by drawing promotional ideas from a variety of categories outside the power tool realm.

Client: Coca-Cola USA, Atlanta
P-O-P Company: Graphic Finishers of America, St. Louis
Division: Temporary, Soft Drinks, Mineral Waters and Powdered Mixes
Size of Run: 2,500
Objective: To gain end aisle placement in supermarkets. To promote brand awareness and provide incremental sales and trial. The promotion ties into television and radio ads to build brand equity. The display introduced a sweepstakes that also tied into traveling special market promotions.

Patent: Des. 389,672
Issued: Jan. 27, 1998
Inventors: Leonard F. Antao, Lawrenceville; Don Scott Summerville, Snellville; Tran Q. Minh, Stockbridge, all of Ga.
Assignee: The Coca-Cola Co., Atlanta
The ornamental design for a display cabinet, as shown.

Client: Coca-Cola USA, Atlanta
P-O-P Company: Display technologies, College Point, N.Y.
Division: Permanent, Soft Drinks, Mineral Waters and Powdered Mixes
Comments: The exclusive see-through features of the guide give Coke brands total package visibility. The display was designed to be longer than traditional slides and allows for 12.5 percent more inventory. The additional length positions brand 3 inches closer to the cooler and the consumer's reach.

With its biggest retail promotion ever, NFL Properties Inc. collaborates with licensees to expand its presence in stores.

Client: Scoreboard Inc.
Producer: Inland, Indianapolis
Category: Paperboard (Corrugated/Chipboard/Foamboard) - Services - Travel, Financial, Telecommunications, etc.
Intended Length of Use: 1 year
Production Run: 32,000
Unit Cost Range: Less than $24

Client: Coca-Cola Fountain and Cadmus Marketing
Producer: C.D. Baird & Co., West Allis, Wis.
Category: Paperboard (Corrugated/Chipboard/Foamboard) - Restaurants/Food Service
Intended Length of Use: 2-3 months
Production Run: 1,500
Unit Cost Range: $100-$250
Comments: This display was designed to encourage consumers to trade-up to larger size drinks and fries. The use of motion -- the growing cup and fries -- demonstrated the added value of Super Size. Velcro on the back of the piece makes installation below menuboards simple.