Consumer Electronics

Campaign gains visibility for cordless keyboard and mouse products

Client: Kidde Fire Products, Melbane, N.C.
Product Promoted: Nighthawk Smoke/Fire and Carbon Monoxide Alarm
Objective: The client wanted to introduce its "Talking" Alarm with a talking on-shelf voice box that describes the product in Home Depot stores.
Introduction: August 1999
Number of Displays: 3,000
Construction/Materials: 12-point four-color printed sleeve with push-button activation, plastic-molded 10-second talking voice box
P-O-P Company: Clegg Industries Inc., Torrance, Calif.

Product: The Wall Street Journal Interactive Edition
Number of displays: 1,700
P-O-P companies: Brandesign (packaging and creative design) Monroe Township, N.J.; Inland Paperboard and Packaging (manufacture), Hackensack, N.J.
Distribution: Staples stores nationwide
Introduction: November 1999
Duration: Temporary
Construction: Corrugated
Display set-up: Retail staff

Client: Moore Business Communications Services, McLean, Va.
Product Promoted: Sprint Prepaid Calling Cards
Objective: To provide warehouse discount stores, like Sam's Club and Costco, with a display that is representative of their environment. The stores receive the display fully assembled and stocked and because of its pallet base design, it can be easily moved to different locations within the store.
Introduction: February 1999
Number of Displays: 1,000
Construction/Materials: PVC, corrugated, wood

Mass merchant stores are the one-stop shopping destination for millions of Americans. Marketers share their tips for creating P-O-P that slices through the clutter and makes the cut with retailers.