GlaxoSmithKline

Retail Category: Drugstores/Health Stores
Display Type: Freestanding - Permanent
Client: GlaxoSmithKline
Producer: Advertising Display Co., Lyndhurst, N.J.
Size of Run: 1,940
Comments: This unit improves upon earlier display formats by offering 75% more product space, interchangeable graphic panels to allow for customization, and a component structure that is expandable from a single unit to a four-sided kiosk for larger-volume stores.

Product: Patient education materials for quitting smoking
Number of displays: 4,500
P-O-P companies: Packaging Specialists Inc., Clinton, Pa.
Introduction: May 2001
Duration: Semipermanent
Construction: Corrugated, litho-label
Display set-up: Medical sales representatives
Designed for placement in doctors' offices, the Smoking Cessation Center urges smokers to "Commit to Quit."

As retailers gain more expertise and power in directing their own P-O-P, suppliers are creating more efficient pieces. That means more customization and less control for suppliers.

Retail Channel: Supermarket/Grocery Food Items
Display Type: Permanent Freestanding Floor/Aisle
Campaign: "Eat, Drink & Be Scary"
Marketers: Frito-Lay & Pepsi-Cola
Producer: Frankel, Chicago

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.