Illuminated Displays or Signs

Advertiser: Nintendo of America, Redmond, Wash.
Producer: Frank Mayer & Associates Inc., Grafton, Wis.

Advertiser: Miller Brewing Co., Milwaukee, Wis.
Producer: Everbrite Inc. Greenfield, Wis.
Objective: The use of a two-sided neon sign is a first for Miller Lite Beer. The high visibility of real neon is used to backlight the Lite logo which appears on both sides of the sign. Lite's message is visible to people outside as well as inside the store.

Advertiser: Labatt Breweries of Canada, Toronto, Ontario, Canada
Producer: Gorrie Marketing Services,Mississauga, Ontario, Canada
Objective: To enhance the Labatt's "Blue" product line, this three-dimensional, four-foot high, vacuum-formed and silk-screened bottle and mug sign was created. Labatt's was able to provide retailers with a high-quality illuminated sign, illustrating the new bottle and graphics.

Product: Coca-Cola soft drinks/McDonald's food products
Number of displays: 230
Average unit cost: Less than $30
P-O-P company: Cornerstone Products, Norcross, Ga.
Distribution: McDonald's restaurants
Introduction: May 1991
Duration: Semi-permanent to permanent
Construction: Thermal-Cor; color transparencies
Lightweight translights are lit by existing light fixtures, and offer McDonald's restaurants an additional medium to display products in a pictorial fashion.

Advertiser: R.J. Reynolds Tobacco Co., Winston-Salem, N.C.
Producer: KCS Industries, Milwaukee, Wis.
Objective: To emphasize the new packaging and fun brand image that R.J.R. has developed around the character "Joe, the Smooth Character." In 1991, a new Camel package, the flip-top box, was introduced, and a musical group of camel characters was created to accompany Joe on the piano. The group is called the Hard Pack.