Personal Care

"When I approached this Pampers display, my first impression was that a nice header would have really made it complete. It already had great water-effect graphics, dual languages and well-known, kid-friendly characters. The odd color patch at the top caught my eye, though (left), so I checked behind the display and found the missing header (middle). Being a foot soldier in the war against retail stupidity, I fixed it -- resulting in a much more impactful display (right).

Report Card:

• Brand: A. Great-looking unit with superior graphics.

"With a fine custom header for a major supermarket and a nice consumer offer featuring another Huggies product, this display had great potential. But it looks like it's been hit by a car (maybe a school bus from the previous page?). If they were going to invest in that much corrugated, why not make it strong enough?

Report Card:

• Brand: B. Points for the header and offer; minus points for not doing a ship test to check structure.
• Producer: D. Nice job with the graphics, but poor design and inadequate testing resulted in at least four display failure points.