Kellogg

Integrating licensed properties into P-O-P materials can help push impulse sales and enhance the brand image. But it takes planning, time and a willingness to work with property owners on their terms.

Salty and savory snack marketers tap merchandising synergies with other snack and beverage products to further the category's growth trend.

Client: The Kellogg Co., Battle Creek, Mich.
Date of run: April 21 through May 4
Size of run: 6,300 stores
Comments: Kellogg relied on an in-store network to run a Special K shelf promotion in several supermarket chains nationwide. Signs for each retailer featured customized pricing and graphics.
In-store media company: Insignia Systems, Maple Grove, MN.

Product: Kellogg's cereal
Number of displays: 670
P-O-P companies: Americhip (production), Torrance, Calif.; Sanchez & Associates Inc. (design), Chicago
Distribution: Regional Hispanic supermarkets
Introduction: February 2002
Duration: Temporary
Construction: Audio device assembled into stock sleeve
Display set-up: Retail staff
This audio shelf talker played a five second audio clip to remind consumers about a Kellogg's contest to reunite winning families in the U.S. with relatives in Mexico.

Client: The Kellogg Co., Battle Creek, Mich.
Size of Run: 1,000
Producer: Visual Marketing Inc., Chicago
Division: Permanent, Services: Quick Service Restaurants
Comments: Injection-molded star-shaped trays merchandise six packages per row in a square foot of counter space. Restocking is easy as packages snap into holders and are held securely as the trays are rotated.

Client: The Kellogg Co., Battle Creek, Mich.
Size of Run: 10,000
Producer: Frank Mayer & Associates, Grafton, Wis.
Division: Permanent, Services: Other Service Establishments
Comments: Kellogg's Foodservice Division improved upon prior cereal dispensing machines with this unit, which features fewer parts and easier disassembly for cleaning in dishwashers. Graphic inserts are easily updated.