Packaged Beverages

A profile of Pepsi's Christopher DeMarco

Product: Venom Energy Drink
Number of displays: 10,000 suction racks, 5,000 cooler door signs
P-O-P companies: Display Technologies, College Point, N.Y. (suction racks); Mechtronics Corp., White Plains, N.Y. (cooler door signs)
Distribution: C-stores and supermarkets nationwide
Introduction: January 2002
Duration: Permanent
Construction: Injection-molded and vacuum-formed plastic
Display set-up: Snapple distributors

Retail Category: C-stores
Display Type: Freestanding: Temporary
Client: Pepsi-Cola Co., Purchase, N.Y.
Producer: Triangle Display Group, Philadelphia
Size of Run: 5,000
Comments: This floorstand was designed to generate trial of new Starbucks Doubleshot. The displays hold seven cases of product in a compact footprint designed to fit within tight c-store environments.

Retail Category: C-stores
Display Type: In-line, Gondola or On-shelf
Client: Kraft Foods, Glenview, Ill.
Producer: New Dimensions Research Corp., Melville, N.Y.
Size of Run: 15,000
Comments: 7-Eleven stores carried this springload tray in their refrigerators alongside Coke, Pepsi and other soft drinks. Capri Sun's unique, soft packaging prevented it from working in standard gravity-feed trays.

Client: Pepsi-Cola Co., Purchase, N.Y.
Introduction: May 2002
Number of displays: 2,250
Distribution: Supermarkets nationwide
Construction/Materials: Corrugated, process printing, hanging hardware, cord
P-O-P company: Rapid Displays, Chicago and Union City, Calif.
Comments: Packing a lot of licensed star power into a small space, these 24-inch-wide hanging signs promote Pepsi's "Take Home the Tickets" promotion. Prizes include tickets to Britney Spears concerts, Major League Baseball games and NASCAR events.