Alcohol

Client: E. & J. Gallo Winery
Products promoted: Gossamer Bay wines
Producer: Inland Paperboard and Packaging Inc.
Location: Indianapolis
Distribution: Liquor stores and supermarkets
Material/Process: Preprinted corrugated
Introduction: September 1996

Banta Merchandising Products
Leinenkugel's Canoe Paddle w/Brand Kit
Jacob Leinenkugel Brewing Co.

Product: Tsingtao beer
Number of displays: 100,000 bottle neckers; 2,000 mirrors; 25,000 menu cards; 1 million paper placemats; 40,000 posters; 100,000 table tents and 30,000 wall calendars
P-O-P companies: Lee Moorehead Integrated Marketing (co-design), St. Petersburg Beach, Fla.; Pinnacle Promotion Group Inc. (co-design), Chicago; DJB Associates (manufacture), Chicago; Advanced Mirror (co-manufacture and co-design of mirrors), Vernon, Calif.
Distribution: Supermarkets, convenience stores, Chinese restaurants and bars carrying Chinese beer

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.

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

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: 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: 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.