PepsiCo

A profile of Pepsi's Christopher DeMarco

Sr. Manager Merchandising Development Pepsi-Cola Co.
Work History: DeMarco joined Pepsi-Cola in June 1999 and is responsible for design, structural development and execution of temporary and permanent P-O-P displays and cold equipment. From Dec. 1991 to May 1999, he served as manager of merchandising systems for Duracell USA, Bethel, Conn., where he was responsible for design and execution of Duracell P-O-P displays in five battery segments. Prior to that, he worked as an account executive at Dimensional Merchandising Inc., Livingston, N.J.

Retail Category: C-stores
Display Type: In-line, Gondola or On-shelf
Client: Kraft Foods, Glenview, Ill.
Producer: New Dimensions Research Corp., Melville, N.Y.
Size of Run: 15,000
Comments: 7-Eleven stores carried this springload tray in their refrigerators alongside Coke, Pepsi and other soft drinks. Capri Sun's unique, soft packaging prevented it from working in standard gravity-feed trays.

Client: Pepsi-Cola Co., Purchase, N.Y.
Introduction: May 2002
Number of displays: 2,250
Distribution: Supermarkets nationwide
Construction/Materials: Corrugated, process printing, hanging hardware, cord
P-O-P company: Rapid Displays, Chicago and Union City, Calif.
Comments: Packing a lot of licensed star power into a small space, these 24-inch-wide hanging signs promote Pepsi's "Take Home the Tickets" promotion. Prizes include tickets to Britney Spears concerts, Major League Baseball games and NASCAR events.

Retail Category: C-stores
Display Type: Freestanding: Temporary
Client: Pepsi-Cola Co., Purchase, N.Y.
Producer: Triangle Display Group, Philadelphia
Size of Run: 5,000
Comments: This floorstand was designed to generate trial of new Starbucks Doubleshot. The displays hold seven cases of product in a compact footprint designed to fit within tight c-store environments.

Client: Pepsi-Cola Caribbean, San Juan, Puerto Rico
Introduction: August 2002
Number of displays: 1,000
Distribution: Supermarkets in the Dominican Republic
Construction/Materials: Matrix terrycloth
P-O-P company: 3 Strikes Activation, Stamford, Conn.
Comments: These hanging terrycloth towel/banners serve both as in-store displays and prized collectibles to Sammy Sosa fans in his homeland Dominican Republic.