Pet Supplies

Here's the Scoop:

Client: Iams Pet Foods, Dayton, Ohio
Product Promoted: Eukanuba cat food
Objective: To build brand awareness with new packaging that shows a genetic link between domestic cats and large outdoor cats.
Introduction: March 1999
Number of Displays: 2,000
Construction/Materials: Flexcon removable floor graphics vinyl with a skid-resistant overlay
P-O-P Company: T&T Graphics Inc., Dayton, Ohio

Product: Healthy Habit Bone Treats for dogs
Number of displays: 500
P-O-P company: Longview Fibre Co., Cedar Rapids, Iowa
Introduction: October 1999
Duration: Temporary
Construction: Corrugated, plastic
Display set-up: Retail staff
A four-sided display to promote the introduction of Healthy Habits Dog Treats from Precise Pet Products features both stacked and pegged products.

Image Pac Division of Smurfit-MBI
Comments: The client wanted to enhance the market position of its quality dog food product with a multi-functional merchandising vehicle. The graphics and unconventional shape helped catch the attention of indecisive customers. The unit played a role in significant market share gains and helped the product get into new locations.

Retail chain: PetsMart Inc.
Marketer: Doskocil Manufacturing Co.
P-O-P company: White Plus, El Segundo, Calif.
Purpose of display: This merchandising program enabled PetsMart to display a full line of doghouses and carrier products fully assembled, while also merchandising accessory products within the same space.

Product: Advantage flea killer
Number of displays: 240
P-O-P companies: FHc (design), Chicago; The Northstar Print Group (printing), Milwaukee
Distribution: PetSmart stores nationwide
Introduction: May 1998
Duration: Semipermanent
Construction: Metal frame, 3-inch particleboard, posterboard graphics
This multimedia endcap placed in PetSmart by its in-store veterinary practice, VetSmart, features blinking lights and a motion-activated audio box. It played a key role in increasing sales of Advantage flea killer medication.