Colgate-Palmolive Co.

Merchandising and marketing highlights from 99 Cents Only's latest 10-K report (for year ended Dec. 31, 2002)

Retail Category: Drugstores/Health Stores
Display Type: Endcaps & Power Wings
Client: Colgate-Palmolive Co., New York
Producer: Henschel-Steinau Inc., Englewood, N.J.
Size of Run: 3,000
Comments: A simple design allowed for easy set-up at retail for this flexo-printed corrugated Colgate display. Callout copy reinforced the benefits of using a battery-operated toothbrush.

Retail Category: Mass Merchants
Display Type: Freestanding: Temporary
Client: Colgate-Palmolive Co., New York
Producer: Buckeye Container, Wooster, Ohio
Size of Run: 2,000
Comments: The Irish Spring bar soap line and the Soft Soap line are cross marketed in this mass display for Kmart stores. Both lines were able to gain incremental selling space via the display.

Client: Colgate-Palmolive Co., New York
Introduction: May 2002
Number of displays: 4,000
Distribution: Mass merchants, drugstores
Construction/Materials: Litho-mounted corrugated, die-cut foam product locators in trays
P-O-P company: Henschel-Steinau Inc., Englewood, N.J.
Comments: "The Powerpuff Girls" from Cartoon Network are featured on displays for Colgate's line of toothbrushes and pastes.

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Retail Channel: Mass Merchants
Display Type: Permanent Freestanding Floor/Aisle
Campaign: Colgate ActiBrush 4-Way Merchandiser
Marketer: Colgate-Palmolive Co.
Producer: Henschel-Steinau Inc., Englewood, N.J.
This display communicates the claim that ActiBrush offers "Superior Clean" by removing significantly more plaque than Colgate's manual toothbrush. The graphics are consistent with the package design. The graphic callouts emphasize the product message and benefits.

Client: Colgate Palmolive Co., Mexico D.F.
Producer: Frank Mayer & Associates Inc., Grafton, Wis.
Comments: This supermarket display was designed to integrate the oral care line, increase the use of the category products, and increase the sales of toothpaste, toothbrushes and mouthwash. According to the company, sales increased by 25% in the product category.