Household Cleaners

Client: Duracell, Bethel, Conn.
Distribution: Pamida stores
Size of Run: 225
Producer: New Dimensions Research Corp., Melville, N.Y.
Division: Permanent, Film and Batteries
Objectives: To reinforce Duracell's positioning for batteries and convey a high-tech, contemporary feel as part of the overall corporate strategy, dubbed "Duracell's Retail Renaissance Repositioning." The move was a corporate-wide initiative to refocus the mature brand for a more high-tech and youthful marketplace.

Product: Recycled batteries
P-O-P company: The Diamond Group, New York
Distribution: Electronic stores, phone stores, hardware stores and home center stores
Introduction: April 1999
Duration: Temporary
Construction: Corrugated box, flexible plastic, vinyl static cling
Display set-up: Retail staff
Shelf wobblers and window decals from Recycling Corp. have been upgraded to feature four-color graphics and include program spokesman Richard Karn.

Hawyer Inc.
Eastman Kodak Co.
Comments: The primary selling features of the Kodak Advantix Camera System -varied formats, film storage case and easy film loading -- were all demonstrated via the display. Motion, a sound button providing audio information, a flashing light, and three moving sections were all used. The display was an attention grabber at retail.

GE Lighting's On-Shelf Display Shows Bulb Comparison

Display Producers Inc.
Duracell
Comments: The modular system produced display movement and increased sales volume far in excess of projections. It also resulted in several displays being reordered many times within the initial three months of the program.