Alcohol

Santa may be surprised to find his sleigh pulled not by reindeer, but by big red sevens, including one with a blinking nose. The client wanted to tie in its logo with the Christmas legend during the holiday season. The versatile display can be used as a pole or as a hanging display. Some highlights:

• Clear PETG. It gives the illusion that the sleigh is being pulled through the air.
• A play on words. "Seagram's Greetings" ties in directly with the brand name.

Labatt USA's diverse lineup of beers presents potential and challenge, and new, tighter processes ensure P-O-P meets the needs of all its brands, channels and customers

Products: Seagram's Smooth ready-to-drink malt beverage
Distribution: On- and off-premise accounts
Introduction: April 2003
Duration: Temporary
Construction: Cardstock, varied materials
Display set-up: Distributors and retail staff
Comments: Seagram's Smooth was introduced to the market this spring with a mix of on- and off-premise P-O-P materials aimed at promoting the brand and its distinctive bottle. The target: urban consumers from 21 to 29 years of age.