Procter & Gamble

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.

Dimension Espacio SA de CV
Gillette de Mexico SA de CV
Comments: With the display, the client acquired a presence in the store that it didn't previously have and, by doing that, increased sales of all products. Because of the display's small size, the negotiations for space were easy and it was cost-effective because of the amount of product it could hold.

Advertising Display Co. (ADC)
Brown & Williamson Tobacco
Comments: This unit incorporates Kool's racing imagery and displays the tins standing up for full visual impact. More than 160,000 wedge-shaped, compact countertop units were shipped to domestic retail locations and all were placed.

Henschel-Steinau Inc.
The Procter & Gamble Co.
Comments: The units were part of an ad campaign devised to contemporize Crisco's image to appeal to young moms with kids. The large "recipe center" unit offers recipe cards and products for complete meal solutions that require the use of Crisco products. A smaller, moveable cart can be used in conjunction with produce and refrigerated cases for meat, poultry and fish. The units performed well against their marketing/sales goals.

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.

Marketers and producers should stop thinking like "print shops" and realize that P-O-P is becoming a primary communication medium.

Product: Paint products
P-O-P companies: Innovative Marketing Solutions Inc. (co-design and manufacturing), Bensenville, III.; Gerstman and Meyers Inc. (co-design), New York
Distribution: Company retail stores
Introduction: April 1999
Duration: Permanent
Construction: Plastic extrusions, steel, electrical wiring
Display set-up: Retail staff
Sherwin-Williams' solutions-based PaintAnswers selling tool focuses on application, not price.

Patent: Des. 413,032
Issued: Aug. 24, 1999
Inventor: Frederick M. Avery, Phoenix
Assignee: Gillette Canada Inc., Kirkland, Canada
The ornamental design for a tray for a merchandise display system, as shown.