Tobacco

A Profile of Cathy L. Barclay, Senior Manager Trade Marketing Materials Development & Logistics, Brown & Williamson Tobacco Corp.

Merchandising Transforms Drugstores Into Destination Stops

Client: Philip Morris Cos., New York
Products Promoted: Cigarettes
Objective: LogoHandles provide brand reinforcement. Shoppers are literally pushing or pulling on a "pack" or "carton" of cigarettes when they enter and exit a store.
Construction/Materials: Lucite
P-O-P Company: exclusive door handles inc., Dallas

Client: General Cigar Corp., Bloomfield, Conn.
Products Promoted: Full line of cigars
Objective: The client wanted a low-cost, prepacked shipper unit that would be easy to set up at retail. With this unit, all the retailer needed to do was cut the outside tape, roll the cover over the unit and tuck it under.
Introduction: February 1998
Construction/Materials: Corrugated E-flute with four-color direct print, die cut
P-O-P Company: Smurfit-Stone Display Group, Richmond, Va.

Client: R.J. Reynolds Tobacco Co., Winston-Salem, N.C.
Products Promoted: Camel cigarettes
Objective: The display supported the introduction of new Camel graphics in convenience stores and other outlets. It was easy to set up and its small footprint helped gain high levels of retail placement on counters.
Introduction: September 1998
Construction/Materials: Die-cut, litho-laminated E-flute corrugated; die-cut SBS 3-D lug-ons with foam tape
P-O-P Company: Chesapeake Display & Packaging Inc., Winston-Salem, N.C.

As regulations restrict options, tobacco companies are fine-tuning their efforts to maximize their P-O-P programs

Client: U.S. Tobacco, Greenwich, Conn.
Products Promoted: Skoal smokeless tobacco
Objective: The client wanted a graphically exciting counter unit that could be used on top of a permanent store merchandiser or as an independent unit. The individual containers needed to automatically feed into position each time one was removed.
Introduction: January 1999
Construction/Materials: Styrene, vacuum-formed channel insert with four-color process litho on E-flute corrugated
P-O-P Company: Henschel-Steinau Inc., Englewood, N.J.