Alcohol

Lockout Lets Brewer Update P-O-P

Product: Artic Ice beer
Number of displays: 11,000 (back-bar bottle glorifier); 7,000 (neon sign)
P-O-P company: Integer Group, Golden, Colo. (design); Everbrite Inc., Greenfield, Wis. (manufacture)
Distribution: Liquor stores, bars, restaurants, grocery stores
Introduction: January 1995
Duration: Permanent
Construction: Acrylic (bottle glorifier); Sintra plastic (neon sign)
Holographic paper gives Coors Artic Ice neon signs and back-bar bottle glorifiers a sparkling, wintry look.

Top-down campaigns by alcohol marketers give way to regional efforts driven by field personnel and retailers

Client: The Marketing Continuum
Product: Rolling Rock
P-O-P company: Everbrite Inc., Greenfield, Wis.
Distribution: On- and off-premise locations
Construction: Vacuum-formed plastic; sheet metal; transparency with polaroid material applied; motor and motion wheel
Introduction: May 1994

Client: D.L. Ryan Cos.
Product: Labatt's Ice beer
P-O-P company: Neon Technology Corp., Chicopee, Mass.
Distribution: General
Construction: Glass and extruded aluminum
Introduction: July 1994

Client: Miller Brewing Co.
Product: Icehouse beer
P-O-P company: Reflections, Los Angeles
Distribution: On- and off-premise accounts
Construction: Wood, glass and light fixture
Introduction: October 1994

Product: Old Milwaukee Ice beer
Number of displays: 7,500
P-O-P company: Flair Communications Agency (design), Chicago; Continental Litho (printing), Cleveland; Westcott Paper (manufacture), Detroit
Distribution: All off-premise locations, including liquor stores, supermarkets and convenience stores
Introduction: July 1994
Duration: Semipermanent
Construction: 80-pound glossy enamel stock, printed in multiple colors and mounted on corrugated