OTC

Client: Schering-Plough, Roseland, NJ
Product(s) Promoted: Zegerid 14-Ct. Capsules
Distribution: Supermarkets
Production Run Quantity: 15,000
Introduction: 2/17/10
Intended Duration: 3-4 weeks
Dimensions (H x W x D): 36" x 7" x 2"
Weight: 1 lb.
Budget Category (U.S.): Less than $5 (display only)
Producer: Henschel-Steinau Inc., Allendale, NJ

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Design of the Times 2010 Contest Declaration

Client: Schering-Plough, Roseland, NJ
Product(s) Promoted: Zegerid 14-Ct. Capsules
Distribution: Supermarkets
Production Run Quantity: 4,000
Introduction: 2/17/10
Intended Duration: 4-6 weeks
Dimensions (H x W x D): 12" x 12" x 12"
Weight: 2 lbs.
Budget Category (U.S.): $16 - $25 (display only)
Producer: Henschel-Steinau Inc., Allendale, NJ

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Design of the Times 2010 Contest Declaration

"Here is a classic example of brand and retailer disconnect. In the first photo (far left), the Align PDQ holds five packages (why it doesn't pack out six and take the easy 20% sales increase is beyond me), which is how the PDQ ships to stores. However, in the second picture, a retailer cluttered it by adding and surrounding it with loose product. The PDQ is on a four-way and my guess is those extra packages came from cannibalized PDQs that were emptied and tossed rather than filling out lower shelves on the four-way, which is generally how it's done at this retailer."

"It's always interesting to see how competitive brands go to market and to observe their differences or -- as shown in these photos -- similarities. Both Tylenol and NyQuil were using PDQs to present their products to consumers in anticipation of the cold and flu season. While both apparently hired former Boy Scouts to develop their copy lines, they each did a nice job of getting multiple products in front of shoppers at a critical point in time. They both had a good number of each item available for anyone suffering from these seasonal ailments and kept copy to a minimum."