Liquor

Product: Jose Cuervo Gold and Jose Cuervo Margarita mix
Materials/Processes involved: Printed stoplight paper, printed bamboo wrapped poles, wire form, wire plate bases, foam tape and string with barbs.
Marketing objectives: To gain consumer awareness and trial during the Cinco De Mayo holiday period and beyond. Display needed to be large and impactful, while easy to transport and set up.
Producer company: United States Display, Hawk Point, Mo.

Product: Smirnoff vodka
Materials/Processes involved: Printed satin banner, foam molded EPS, gold foil tagstock, gold foil wrapped poles, wire feet, velcro dots and dowel rods.
Marketing objectives: Develop a P-O-P program with a lightweight, semipermanent display that offers flexibility. It must be impactful and reinforce the premium image of Smirnoff.
Producer companies: United States Display, Hawk Point, Mo.; Nichols Inc., Salt Lake City

Product: Christian Brothers brandy
Materials/Processes involved: Printed litho sheets, printed tagstock sheets, chipboard and foam tape
Marketing objectives: To increase sales and draw attention to the brand during the holiday season, to reinforce the premium image of the brand, and to stimulate the impulse trial of the brand.
Producer company: United States Display, Hawk Point, Mo.

An Interview with Penny Cleare, Director, Merchandising Services, Heublein Inc.

Product: Jose Cuervo Gold and Jose Cuervo Margarita mix
Materials/Processes involved: A pole topper with foam material
Marketing objectives: To secure large display area during the holiday season, to reinforce the funky, free spirit image of the Cuervo brand. It must offer flexibility to be re-dressed after the holiday season to extend the display period.
Producer companies: Resources in Display, Cranford, N.J.; C.D. Baird & Co., West Allis, Wis.; Hankscraft Motors Inc., Reedsburg, Wis.

Product: Absolut Vodka
Number of displays: 400
P-O-P company: Everbrite Inc., Greenfield, Wis.
Distribution: On-premise
Introduction: September 1996
Duration: Permanent
Construction: Stainless steel (bottle shape); neon tubing (illumination); acrylic (back); electronic power supply
Seagram Americas combined stainless steel, acrylic and neon in a series of signs designed to remind bar customers to take notice of Absolut vodka.

To promote its Tanqueray gin, United Distilleries, Montreal, Quebec, chose an Animaction motion-sign. The signs are part of a national campaign to increase awareness of the product that also includes bus-shelter advertising, magazine advertising, Martini menu cards and coasters.
   "The Animaction motion-sign is an effective medium to convey the sophisticated mood and upscale image of Tanqueray gin," says Kathleen Leger, manager of merchandising and promotions for Tanqueray gin. "The sign comes to life, commands customer attention and maintains campaign continuity."