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.

Anheuser-Busch Inc., St. Louis, has signed a multi-year agreement with National Hockey League Hall of Fame inductee Wayne Gretzky to serve as spokesman for the company's Bud Light brand, the official beer of the NHL. The program includes a variety of on- and off-premise P-O-P materials promoting Gretzky and the beer. One of the main pieces in the promotion is a 72-inch by 32-inch standee that shows Gretzky standing next to a hockey net filled with pucks. In addition, there are table tents, banners, imprintable banners touting special promotions and imprintable posters.

Kendall-Jackson enhances its summer P-O-P presence with garden trellis structure

Client: E. & J. Gallo Winery, Modesto, Calif.
Product Promoted: Gossamer Bay wine
Objective: To tie together Gossamer Bay wine and the movie "Entrapment" by focusing on the theme of the movie and its stars on displays.
P-O-P Company: Baer Enterprises, Livermore, Calif.

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.