GlaxoSmithKline

Client: SmithKline Beecham
Producer: Advertising Display Co. (ADC)
Comments: The combination of the bold, colorful graphic design and motion of the "Flex Tip" creates a dramatic in-store demonstration. The solar-powered motor that is incorporated uses existing store light to move the yellow tip of the toothbrush up and down without the added expense or life limitations of batteries.

Client: Neutrogena, Los Angeles
Products Promoted: Neutrogena cosmetics
Objective: To introduce new products with a strategy that focused on developing a wall merchandising system that would bridge the gap between department store appeal and mass functionality. Also, this display aimed at reinforcing the Neutrogena skincare brand values and equity to generate a high level of consumer and retailer acceptance.
Introduction: February 1999
Number of Displays: 22,000
P-O-P Company: Display Systems Inc., Maspeth, N.Y.

Client: SmithKline Beecham Consumer Healthcare, Pittsburgh
Distribution: Supermarkets
Size of Run: 200
Producer: Rapid Displays, Chicago
Division: Temporary, Dentifrices, Mouthwash and Oral Care Implements
Objectives: To gain attention for the Aquafresh Kids Packs through a tie-in with the Warner Bros., movie "The Magic Sword." To introduce the toothpaste product to families who are unfamiliar with it and to encourage trial. Also, to make the display kid-friendly by merchandising the product just 18 inches off the floor.

Product: Nicorette Inhalator
Number of displays: 7,500
P-O-P company: DIA Displays, London
Distribution: Community pharmacies throughout the U.K.
Introduction: January 1998
Duration: Permanent
Construction: Clear acrylic panels; vacuum-formed base
Display set-up: Internal salesforce, contract field sales
This display prevents consumers from accessing the smoking cessation medicine, a merchandising approach required in the U.K. It also assists pharmacists and sales clerks in describing how the product functions.

Product: Breathe Right nasal strips and Kleenex facial tissues
Number of new headers: 12,000
P-O-P companies: ABZ Group (header design), Minneapolis; Smyth Cos. (header label printing), St. Paul, Minn.; Liberty Carton Co. (final manufacture of header and all current bases), Minneapolis
Distribution: Drugstores, supermarkets and mass merchants
Introduction: January 1998
Duration: Temporary
Construction: Corrugated display and header; litho-printed header labels

These days, merchandising is for everyone -- even those tough customers who are all business

Client: The Gap
Product(s) Promoted: Gap blue jeans
Producer: Sti
Location: Palo Alto, Calif.
Distribution: 525 Gap Kid stores
Material/Process: 3M FloorMinders
Introduction: July 1996