OTC

Product: Breathe Right nasal strips and Kleenex facial tissues
Number of new headers: 12,000
P-O-P companies: ABZ Group (header design), Minneapolis; Smyth Cos. (header label printing), St. Paul, Minn.; Liberty Carton Co. (final manufacture of header and all current bases), Minneapolis
Distribution: Drugstores, supermarkets and mass merchants
Introduction: January 1998
Duration: Temporary
Construction: Corrugated display and header; litho-printed header labels

W.K. Buckley Ltd., Mississauga, Ontario, Canada, hopes to not only relieve ailing consumers, but to also spur sales of its cough and cold products. A variety of promotional materials is helping this effort. The company has created window/in-store signs, bag stuffers, consumer rebate pads and two-sided shelf talkers as well as a corrugated display that holds all of the products in the line. It was introduced to wholesalers and drugstores throughout the United States in August.
Producer: Hughes Containers, Toronto.

Product: Tylenol Healthcare products
P-O-P companies: Mechtronics (design and manufacture of plastic housing), Stamford, Conn.;
Distribution: Drugstores, supermarkets and mass merchants
Introduction: February 1997
Duration: Permanent
Construction: Plastic encasement; vacuum-formed plastic decorative elements; steel core support
The Tylenol Interactive Store and Health Information Center uses inexpensive video CD-ROM technology to provide practical patient information.

Client: CIBA Vision Corp., Duluth, Ga.
P-O-P Company: CDA South Inc., Atlanta
Division: Permanent, First Aid and Pharmaceuticals
Comments: The merchandiser was introduced four months prior to a competitive national launch/product introduction. Market research determined that CIBA's system was chosen 29 to 1 over the competitive unit, enabling CIBA Vision Corp. to secure placement of more than 7O percent of the units within 12 weeks of the introduction.