Liquor

Display is newest element in campaign to gain recognition for distillery's diverse, lesser-known regional spirits lines

Client: Miller Brewing Co., Milwaukee
Introduction: March 2004
Size of Run: 30,000
Producer: Zipatoni Co., St. Louis (design); Madden Communications Inc., Wood Dale, Ill. (production)
Comments: Building on the success of SKYY Blue, new low-carb SKYY Sport from Miller made a splash in large retail formats with this 6-foot-tall corrugated replica of the SKYY Sport bottle.

Client: Buffalo Trace Distillery, Franklin County, Ky.
Introduction: May 2004
Size of Run: 800
Producer: Visual Marketing Inc., Chicago
Comments: This glorifier from Buffalo Trace Distillery merchandises four bourbons to build awareness of the company's various brands. Retailers can feature the most popular drinks in their area.

Client: Miller Brewing Co., Milwaukee
Introduction: March 2004
Producer: Zipatoni Co., St. Louis (design); Madden Communications Inc., Wood Dale, Ill. (production)
Comments: 3-D table tents sport active, unconventional display graphics.

Product: Captain Morgan
Number of displays: 1,840 as pole toppers, 617 as hanging displays
P-O-P companies: Rapid Displays, Chicago and Union City, Calif. (design and manufacture); Upshot Co., Chicago (graphics)
Distribution: Off-premise, liquor and grocery
Introduction: November 2003
Duration: Temporary
Construction: Vacuum-formed styrene; .55 litho mounted chipboard printed 4cp; battery-powered motor; PETG bottles; fiber poles, hanging chains
Display set-up: Retailer staff

Client: Diageo, Stamford, Conn.
Introduction: October 2003
Producer: Colangelo Synergy Marketing, Darien, Conn.
Comments: Diageo rolled out a $157 million marketing campaign including P-O-P, TV, public relations and additional marketing to support a new bottle and brand look for Smirnoff Ice. The company spent more than $1 million on P-O-P, including on-premise displays such as glorifiers, electrostatic pieces, table tents, napkin holders, shakers, coasters and condiment trays.