Nestle-Purina

Consumers are spending more time and money in foodservice establishments than ever before, a trend that has created new opportunities to reach them with targeted P-O-P programs.

Client: Ralston Purina, St. Louis
Products Promoted: Large bags of Dog Chow dog food
Objective: Casters on this display intended for supermarkets and mass merchants make it easy to move when fully loaded with heavy bags of dog food. The display was designed to merchandise dog food in key areas near endcaps.
Construction/Materials: Injection-molded plastic and metal wheel base
P-O-P Company: Paul Flum Ideas Inc., St. Louis

Client: Nestle Canada
Products Promoted: Kit Kat Chunky candy bars
Objective: To make a dramatic impact with the introduction of this "decadent" version of an already top-ten positioned candy bar. A high-impact, radically different merchandising unit was designed that could generate immediate impulse purchases.
Introduction: June 2000
Construction/Materials: 200-pound B-flute, pre-printed liner, 200-pound E/B-flute was used for the internal supports
P-O-P Company: Smurfit-Image Pac, Toronto

Giving Back Paks' for kids promote seven consumer brands on floorstand

Client: Nestle USA, Glendale, Calif.
Distribution: Convenience stores and petroleum chains
Size of Run: 1,000
Producer: Paul Flum Ideas Inc., St. Louis
Division: Permanent, Soft Drinks, Mineral Waters and Powdered Mixes
Objectives: This giant replica of the new NesQuick packaging helped introduce it along with new multiple flavors and reusable screw top caps. It was overwhelmingly accepted by retailers and the rollout far exceeded expectations.

Peapod's 'cyber-merchandising' may help marketers hone promotions