Procter & Gamble (P&G)

Client: The Gillette Co., Boston
Distribution: Sam's Club Stores
Size of Run: 475
Producer: Mechtronics Corp., Stamford, Conn.
Division: Semipermanent, Home and Garden
Objectives: To promote the Braun Handblender and Chopper during the 1999 holiday shopping season and to create a compact countertop unit that highlights the product's features and benefits.

Patent: Des. 420,532
Issued: Feb. 15, 2000
Inventor: Frederick M. Avery, Phoenix
Assignee: Gillette Canada Inc., Kirkland, Can.
The ornamental design for a merchandise display stand, as shown.

Client: Brown & Williamson Tobacco
Producer: Robert Nielsen & Associates Ltd.
Comments: As tobacco advertising has become more restricted, it became even more important for Kool to use retail windows as a billboard. Viewed at night, this sign outshines anything in the store.

Dimension Espacio SA de CV
Gillette de Mexico SA de CV
Comments: With the display, the client acquired a presence in the store that it didn't previously have and, by doing that, increased sales of all products. Because of the display's small size, the negotiations for space were easy and it was cost-effective because of the amount of product it could hold.

Advertising Display Co. (ADC)
Brown & Williamson Tobacco
Comments: This unit incorporates Kool's racing imagery and displays the tins standing up for full visual impact. More than 160,000 wedge-shaped, compact countertop units were shipped to domestic retail locations and all were placed.

Henschel-Steinau Inc.
The Procter & Gamble Co.
Comments: The units were part of an ad campaign devised to contemporize Crisco's image to appeal to young moms with kids. The large "recipe center" unit offers recipe cards and products for complete meal solutions that require the use of Crisco products. A smaller, moveable cart can be used in conjunction with produce and refrigerated cases for meat, poultry and fish. The units performed well against their marketing/sales goals.

Rand Display Inc.
Procter & Gamble
Comments: The Pringles Tower Display allowed P&G to achieve some of the highest merchandising levels for the entire company. In a three-month period, Pringles placed over 22,000 displays at retail, an amount four times greater than any annual display program in the brand's 27-year history. The displays were designed for easy setup and to deter retailers from using the units for other snack products.

Marketers and producers should stop thinking like "print shops" and realize that P-O-P is becoming a primary communication medium.