Alcohol

Budweiser/Wrigley Field Talking Sign
Visual Marketing

Budweiser Rotating Bow Tie/Clydesdale Spectacular
Lakeside Ltd.

Products: Stroh Brewery Co. Old Milwaukee and Old Milwaukee Light beers
P-O-P companies: Gaylord Printing (printing); Westcott Paper Products (materials), both of Detroit
Distribution: Off premise
Introduction: October 1993
Duration: Semi-permanent
Construction: Fiberboard
Stroh's wants consumers to feel like they are getting a deal when they purchase Old Milwaukee Super Value Packs, which contain 36 cans of the brew. Oversized danglers and easel/case cards give the new packaging an added in-store presence.

Genuine Draft Ice Keg
Miller Brewing

Product: Barton Beers Ltd. St. Pauli Girl beer
P-O-P company: Dimensional Neon, Milwaukee
Distribution: On premise
Introduction: August 1993
Duration: Permanent
Construction: Vacuum-formed plastic and neon
A radiant St. Pauli Girl becomes a bit more real due to a backlit, vacuum-formed sign that incorporates neon.

Product: Miller Genuine Draft Light beer
Number of displays: 8,000
P-O-P company: Everbrite Inc., Greenfield, Wis.
Distribution: Taverns, restaurants, c-stores and grocery stores
Introduction: January 1993
Duration: Permanent
Construction: Flame-retardant polycarbonate (light box, backboard); electronics (power supply); silkscreening (light box); neon glass (neon tubes)
In designing the neon unit, Miller had three goals: keep the cost reasonable, the brand recognition strong and the thematic imagery flexible.