Smirnoff P-O-P Program Sets the Holiday Mood

Stamford, Conn. -- Miniature martini glasses were used to create "snowflakes" in the new off-premise holiday P-O-P program from Guinness UDV.Three-dimensional snowflake ceiling danglers, measuring 20 inches in diameter, are comprised of creatively arranged martini glasses printed on holographic foil. Smaller versions of the snowflakes decorate a wreath on the mass display at the core of the "Mix with Friends" multi-display program for Smirnoff vodka.The mass display's two-sided paper wreath has a rotating centerpiece composed of three different panels that show holiday images and reinforce the program theme. Measuring 36 inches wide by 12 inches deep, the wreath also features real lights. It is supported by two poles to raise it above stacked cases of vodka in-store. The large snowflake ceiling danglers are designed to hang down on each side of the wreath.The paper wreath was created for use in Smirnoff's Northeast region. Approximately 300 were produced for liquor stores and select top-shelf off-premise accounts beginning Dec. 1 and remaining through January of 2001. A similar version made of artificial greens was substituted in the Southwest region, according to Marta Unger, program coordinator, but it didn't turn out as well."Our Northeast version may be made out of paper, but surprisingly it has a higher premium look to it," Unger explains. "Overall, the display has a cleaner look to it than the one we used last year. We think it will reach our targeted image-conscious, super-premium consumer because it's more contemporary and features very stylish photography."In addition to the mass display, the P-O-P program includes a case card, a pole topper and case wrap, and an acrylic take-one holder offering a "Mix with Friends" entertainment guide. Merchandising representatives employed by Guinness UDV are responsible for setting up the display program in-store.Unger says the program was a collaborative effort between UDV and its various vendors. The creative concept and graphics were supplied by Alcone Marketing Group, Darien, Conn., while structural design and engineering (as well as mounting and finishing) were provided by Rapid Displays, Chicago. The printer was Trumbull, Conn.-based RPC Printers & Lithographers.According to published reports, Smirnoff represents 25% of all vodka sold in the Northeast and is showing a stronger growth trend than the category overall. Approximately 7 million cases of Smirnoff are sold in the United States annually.

Smirnoff P-O-P Program Sets the Holiday Mood

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