Alcohol

As marketers try to strengthen and broaden the appeal of their P-O-P programs, many have found that marketing partnerships can significantly intensify their in-store efforts.

Client: Anheuser-Busch Inc., St. Louis
Product Promoted: Budweiser beer
Marketing Strategy: This display was intended to provide an eye-catching, impactful presence in large chain supermarkets and liquor store accounts, drawing consumer interest and tying in Budweiser beer and ESPN Sports with summer beer consumption.
Introduction: March 1999
Distribution: Supermarkets and liquor stores
P-O-P Company: Rapid Displays, Chicago

Client: Anheuser-Busch Inc., St. Louis
Producer: Rapid Displays, Chicago
Comments: This program was intended to support all Bud Bowl 2000 media advertising in-store and to visually reinforce the Bud Bowl trademark. The client wanted to generate consumer interest and excitement at retail, thereby driving sales of Bud and Bud Light beers.

Client: UDV Northeast, Stamford, Conn.
Product Promoted: Malibu Rum
Marketing Strategy: To provide a colorful summer display with a small footprint that would still be sturdy enough to hold the product.
Introduction: May 1999
Number of Displays: 300
Distribution: Supermarkets and liquor stores
Construction/Materials: Melamine
P-O-P Company: Flair Inc., Bronx, N.Y.

Client: The Integer Group for Coors Brewing, Lakewood, Colo.
Producer: Everbrite Inc., Greenfield, Wis.
Comments: The Coors Light brand invests heavily in sports marketing and wanted to reinforce this at the point-of-purchase, particularly in sports bars, with the focus on NASCAR. The client wanted to appeal to consumers by creating a realistic-looking sign. To achieve this, the mold was cast from an actual NASCAR tire.

Client: Anheuser-Busch Inc., St. Louis
Producer: Grimm Industries Inc., Fairview, Pa.
Comments: The client wanted an exact replica of its Bud Blimp to support and heighten the awareness of the full-size blimp that is in the air at sporting events. The pool table light was designed for on-premise locations to reinforce the Budweiser name and its relationship to the Bud Airship 1 Blimp.