Procter & Gamble (P&G)

With a reorganized permanent merchandising department, Gillette is leveraging its buying power with suppliers and strengthening its market position at retail.

Client: Iams Pet Foods, Dayton, Ohio
Product Promoted: Eukanuba cat food
Objective: To build brand awareness with new packaging that shows a genetic link between domestic cats and large outdoor cats.
Introduction: March 1999
Number of Displays: 2,000
Construction/Materials: Flexcon removable floor graphics vinyl with a skid-resistant overlay
P-O-P Company: T&T Graphics Inc., Dayton, Ohio

Giving Back Paks' for kids promote seven consumer brands on floorstand

Spalding has recruited a team of consumer packaged goods experts to overhaul the company's merchandising efforts and put P-O-P in the starting line-up.

Client: The Gillette Co., Boston
Distribution: Sam's Club Stores
Size of Run: 475
Producer: Mechtronics Corp., Stamford, Conn.
Division: Semipermanent, Home and Garden
Objectives: To promote the Braun Handblender and Chopper during the 1999 holiday shopping season and to create a compact countertop unit that highlights the product's features and benefits.

Patent: Des. 420,532
Issued: Feb. 15, 2000
Inventor: Frederick M. Avery, Phoenix
Assignee: Gillette Canada Inc., Kirkland, Can.
The ornamental design for a merchandise display stand, as shown.

Client: Brown & Williamson Tobacco
Producer: Robert Nielsen & Associates Ltd.
Comments: As tobacco advertising has become more restricted, it became even more important for Kool to use retail windows as a billboard. Viewed at night, this sign outshines anything in the store.

Rand Display Inc.
Procter & Gamble
Comments: The Pringles Tower Display allowed P&G to achieve some of the highest merchandising levels for the entire company. In a three-month period, Pringles placed over 22,000 displays at retail, an amount four times greater than any annual display program in the brand's 27-year history. The displays were designed for easy setup and to deter retailers from using the units for other snack products.