PepsiCo

A profile of Pepsi's Christopher DeMarco

Sr. Manager Merchandising Development Pepsi-Cola Co.
Work History: DeMarco joined Pepsi-Cola in June 1999 and is responsible for design, structural development and execution of temporary and permanent P-O-P displays and cold equipment. From Dec. 1991 to May 1999, he served as manager of merchandising systems for Duracell USA, Bethel, Conn., where he was responsible for design and execution of Duracell P-O-P displays in five battery segments. Prior to that, he worked as an account executive at Dimensional Merchandising Inc., Livingston, N.J.

Retail Category: Supermarket: Food
Display Type: Freestanding: Temporary
Client: PepsiCo, Purchase, N.Y.
Producer: New Dimensions Research Corp., Melville, N.Y.
Size of Run: 12,000
Comments: Recognizing that retailers routinely stack soft drinks in secondary locations, PepsiCo developed this lightweight but extremely durable stacker to help keep product organized and provide an additional branding opportunity.

Retail Category: C-stores
Display Type: In-line, Gondola or On-shelf
Client: Kraft Foods, Glenview, Ill.
Producer: New Dimensions Research Corp., Melville, N.Y.
Size of Run: 15,000
Comments: 7-Eleven stores carried this springload tray in their refrigerators alongside Coke, Pepsi and other soft drinks. Capri Sun's unique, soft packaging prevented it from working in standard gravity-feed trays.

Client: Pepsi-Cola Co., Purchase, N.Y.
Introduction: May 2002
Number of displays: 2,250
Distribution: Supermarkets nationwide
Construction/Materials: Corrugated, process printing, hanging hardware, cord
P-O-P company: Rapid Displays, Chicago and Union City, Calif.
Comments: Packing a lot of licensed star power into a small space, these 24-inch-wide hanging signs promote Pepsi's "Take Home the Tickets" promotion. Prizes include tickets to Britney Spears concerts, Major League Baseball games and NASCAR events.