Crest Extends Whitestrips Produc

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					       38 P-O-P TIMES                                                                                                                                                          OCTOBER 2006
       CAMPAIGNS


    Crest Extends                                 your inner child” — part of the message
                                                  that whiter teeth make for a younger look.
                                                  P-O-P designers Sonoco Corrflex, Win-
                                                                                               Whitestrips has built with the original
                                                                                               Crest strips used for removing everyday
                                                                                               stains. Copy on the P-O-P was brief, Din-
                                                                                                                                                        Zuke’s Ditches
    Whitestrips                                   ston-Salem, N.C., created five different
                                                  designs for endcaps, countertops, floor
                                                                                               tenfass says, because 20 million people
                                                                                               have already used Whitestrips. “We fig-
                                                                                                                                                        Disposable for
    Product Line                                  displays and walls. The variety of dis-
                                                  plays allows retailers to fit P-O-P where
                                                                                               ured out the least number of words to do
                                                                                               the job,” he says.                                       Permanent
    Procter & Gamble, Cincinnati,
    launched a line extension of its popular
    Crest Whitestrips in January. P&G has
                                                  it works best in each store.
                                                     Procter & Gamble was shooting to put
                                                  the displays in the health and beauty
                                                                                                  Whitestrips Renewal ad copy intro-
                                                                                               duces the idea that “the new ones are
                                                                                               for age-related stains. Graphics of check
                                                                                                                                                        P-O-P
                                                                                                                                                        To highlight its all-natural dog and cat
    rolled out 40,000 displays so far in sup-     care section of stores, but some retailers   boxes pictured on the displays playfully                 treats and meet retailers’ requests for
    port of the product, called Crest Whit-       have also placed the displays near dental    convey that women can keep people                        more durable P-O-P, Zuke’s, Durango,
    estrips Renewal, which corrects age-re-       care products.                               guessing about their age. The smiling                    Colo., debuted an all pine and Baltic
    lated tooth discoloration.                       The floorstand, which can be broken        woman, whom Dintenfass says was cho-                     birch display in April.
       Marketing targets women with the           down into a power wing, holds 14 boxes       sen because she looks like most Crest                       Departing from its corrugated P-O-S,
    tagline, “Keep them guessing,” which          and is 14 inches wide by 13 1⁄2 inches       consumers, attracts the customer’s eye.                  the company teamed with Santa Rosa,
    appears on all P-O-P. The program             deep by 60 inches tall, with optional           P&G constantly measures the effec-                    Calif.-based Icon Design and Display
    includes a floorstand, merchandis-            header cards. Built of E-flute and B-flute     tiveness of their marketing efforts but                  to create the sturdier, permanent P-O-P.
    ing strip and multiple power wings.           litho-mounted corrugate, printed SBS         would not disclose details.                              The refillable displays have been placed
    “Clinical tests show Whitestrips Renew-       and tinted PETG plastic windows, the                                      —Jo McIntyre                in specialty pet stores, outdoor stores
    al can remove up to 20 years from your        replaceable P-O-P lasts about a month.                                                                and natural products stores and super-
    smile,” says David Dintenfass, associate         The PDQ tray is 19 inches wide by                                                                  markets nationwide, including select
    marketing director of global whitening        13 inches deep by 8 inches tall, holds 15                                                             Whole Foods locations.
    for Crest. “We try to stay true to what       products; a mini-wing, at just six inches                                                                The displays can be placed indoors or
    consumers tell us: that your smile can        square and 17 1⁄2 inches tall, holds six                                                              out. In natural products stores, they are
    really give away your age.”                   products and can go on counters or end-                                                               most likely to be in the pet care aisle.
       P&G shipped 25,000 floorstands to          caps. A larger wing that goes on the side                                                             “For the pet stores, this display is quite
    food, drug and mass merchant retailers        grid of the endcap is 14 inches wide by 7                                                             high quality, compared to what many pet
    nationwide in the two months following        inches deep and 39 inches tall, and holds                                                             product manufacturers offer, so we hope
    the launch. A “Renew Your Smile” contest      16 boxes. The merchandising strip, about                                                              to get great placement in pet shops,” says
    on www.keepthemguessing.com offers a          26 inches long, holds four boxes.                                                                     Beth Morin, Zuke’s marketing director.
    $7 coupon and sweepstakes prize of a trip        To convince customers the product                                                                  “Outdoor shops will probably place them
    to Walt Disney World to “pay attention to     will work, Crest leverages the equity                                                                 near the doggie gear.”
                                                                                                                                                           Intent on finding a cleanly designed
                                                                                                                                                        display that did not compete with the
                                                                                                                                                        colors and graphics on the company’s
                                                                                                                                                        award-winning packaging, Zuke’s passed
                                                                                                                                                        up designs from at least three other
                                                                                                                                                        companies before choosing Icon’s. “Most
                                                                                                                                                        [prototypes] involved combinations of
                                                                                                                                                        dark wood and metal that really didn’t
                                                                                                                                                        suit our bright, upbeat brand,” she adds.
                                                                                                                                                        “One in particular used a wire rack and
                                                                                                                                                        hooks to display the products, which we
                                                                                                                                                        didn’t find very creative. Price also was
                                                                                                                                                        a factor, and this display was affordable
                                                                                                                                                        without looking cheap.”
                                                                                                                                                           Morin sees the wood display as a sig-
                                                                                                                                                        nificant step up from the competition,
                                                                                                                                                        which mostly offers prepacked, dispos-
                                                                                                                                                        able and corrugated displays. And so
                                                                                                                                                        far, retailer feedback has been positive,
                                                                                                                                                        many saying sales have doubled since
                                                                                                                                                        the display was installed, she adds. The
                                                                                                                                                        company’s biggest challenge has been
                                                                                               This mini-wing was one display of many in P&G’s 40,000   meeting demand. Two hundred were
                                                                                               display launch for Crest Whitestrips Renewal.
                                                                                                                                                        initially ordered with a 500-count reor-
                                                                                                                                                        der. Displays are free to retailers when
                                                                                                                                                        they order $1,000 in product. Retailers
                                                                                                                                                        can also order through distributors. The
                                                                                                                                                        company is only able to track the size
                                                                                                                                                        and frequency of those retailers who or-
                                                                                                                                                        der direct from Zuke’s.
                                                                                                                                                           To attract its target demographic of
                                                                                                 Product: Crest Whitestrips Renewal                     health-conscious consumers interested
                                                                                                 Number of displays: 40,000                             in the best-quality products for their
                                                                                                 P-O-P company: Sonoco Corrflex,                        pets, the displays have a minimalist
                                                                                                 Winston-Salem, N.C.                                    style with few graphics or words. The
                                                                                                 Distribution: Major national supermarkets,             company’s name, logo and mountain
                                                                                                 mass merchants and drugstores                          range cutout — Zuke’s Colorado home is
                                                                                                 Introduction: January 2006                             an important part of its brand and mar-
                                                                                                                                                        keting — create the header. “All-Natural
                                                                                                 Duration: Permanent
                                                                                                                                                        Treats,” and only two other lines of copy
                                                                                                 Construction: E-flute and B-flute litho-               that also include the Zuke’s logo are on
                                                                                                 mounted corrugate with printed SBS, tinted             the front-facing shelves. Thus the prod-
                                                                                                 PETG plastic windows; floorstand has an                ucts themselves, and the company logo,
                                                                                                 E-flute base that is flexo-printed in three            are hero.
                                                                                                 colors                                                    On the two sides of the display is a
                                                                                                 Set-up: Retail staff                                   photograph of a dog or cat in an outdoor
                                                                                                                                                        setting, reinforcing the company’s natu-
                           Enter 31 in E*info box at www.poptimes.com




PT0610_038_039.indd   38                                                                                                                                                                9/14/06   11:59:04 AM
       OCTOBER 2006                                                                                                                                                                                       P-O-P TIMES 39
                                                                                                                                                                                                    CAMPAIGNS


    ral, outdoorsy image. These same images                                                                       from “Cars” will debut in October.
    are also used in ads, catalogs and trade
    show exhibits. This is the first year the
                                                                  Delk, Disney                                       It’s too early to tell the success of the
                                                                                                                  launch, but Cote says if the reactions
    company ventured into print advertis-
    ing, mainly in trade and consumer pet
                                                                  Debut Light Up                                  at the All Candy Expo are any indica-
                                                                                                                  tion, “it will be huge for us. We think this
    publications.
       The company now offers 19 SKUs
    and has found the items sell better in
                                                                  Lollipops with                                  will be bigger than our other products
                                                                                                                  and Disney feels the same way. It’s a ter-
                                                                                                                  rific everyday item with a tremendous
    stores that carry the entire line. This
    display, approximately 24 inches wide
                                                                  Multi-Unit                                      amount of seasonal appeal.”
                                                                                                                     In addition to seasonal offerings, the
    by 13 inches deep by 72 inches tall,
    allows retailers to do so. Depending on
                                                                  Launch                                          company will continue to come out with
                                                                                                                  new character groupings as Disney and
    the product mix, the displays can hold                        Delk Products Inc., Nashville, Tenn.,           Pixar add to its roster. The only chal-
    200 to 250 units.                                             teamed with Disney to make its first             lenge with the launch has been the de-
       The P-O-P is shipped partially dis-                        foray into licensed consumables with            mand, creating a 75-day lead time, Cote
    assembled. Detailed instructions and                          Disney Light Up Lollipops. The company          says.                            — April Miller
    assembly tools (screws and an allen                           had debuted the product, which will be
    wrench) are included, and it can be as-                       carried by grocery, convenience and
    sembled in about 15 minutes. Next up,                         specialty retailers, at the All Candy Expo
    the company is planning to debut a line                       in June. P-O-P includes displays with a
    of organic pet treats.         —April Miller                  flashing lollipop attached to the header.
                                                                                                                    Product: Disney Light Up Lollipop
                                                                     Delk secured the licensing rights at
                                                                  the beginning of 2006 and worked close-           P-O-P company: Made overseas
                                                                  ly with the Disney Consumer Products              Distribution: Supermarkets, c-stores,
                                                                  division to develop the product, packag-          specialty stores including Academy Sports
                                                                  ing and all P-O-P. Delk’s Kari Cote says          Introduction: June 2006
                                                                  Academy Sports, a national sporting               Duration: Temporary                                   Displays for the new Disney Light Up Lollipop include a
                                                                  goods store, sold out half of the merchan-                                                              flashing header aimed to attract impulse sales. The flash
                                                                                                                    Construction: Plastic, metal, batteries               will last for 30 days if placed in a store where the lights
                                                                  dise in the first week.                            Set-up: Retail staff                                  remain on 24/7 or up to 60 days if the lights are turned
                                                                     The lollipops, shaped in the likeness                                                                off at night.
                                                                  of Disney characters, contain clickable
                                                                  light sticks that lasts up to 48 hours if
                                                                  left on continuously. “There is no license
                                                                  out there like this,” Cote says. “We tested
                                                                  it with kids and found they collect the
                                                                  light sticks after the lollipop is gone. It’s
                                                                  cool from the kids’ view and an easy pick
                                                                  up for mom.”
                                                                     Cote notes that keeping the light sticks                              Our CONStructure                              TM




                                                                  after the candy is consumed wasn’t a
                                                                  selling point in the beginning. Because
                                                                                                                                           process is the key to
                                                                  the P-O-P was already in production,                                     structural brand solutions.
                                                                  displays don’t literally focus on the light
                                                                  stick itself, but on the Disney character
                                                                  and the candy. The P-O-P used messag-
                                                                                                                                           And the benefits are clear.
                                                                  ing like, “Light up candy you can eat;”
                                                                  “Try me;” “Yummy;” and “Light Up Lol-                                                                This display didn’t just happen –
                                                                  lipop.” “Yummy” was bounced around                                                                   it’s the direct result of our proprietary
                                                                                                                         D E S I G N E D




                                                                  from the beginning and just stuck, Cote                                                              process – ConstructureTM. Constructure
                                                                  says. To promote the light-up factor,                                                                assured Hpnotiq that their exact
                                                                  headers on the displays showcase one
                                                                  of the lit sticks and can flash for 30 to                                                             objectives were met at every stage –
                                                                  60 days — it’s an acrylic lollipop with a                                                            from the value reinforcing image that
                                                                  rechargeable photo cell.                                                                             clearly highlighted the bottles to the
                                                                     While the companies worked on the                                                                 production details, achieved right here
                                                                  concepts together, Disney Consumer
                                                                                                                                                                       in the US. It’s a testament to finding
                                                                  Products had final approval. Several dis-
                                                                                                                         W E L L




                                                                  plays are available: a 60-count sidekick;                                                            innovative solutions that truly bridge
                                                                  a 24-count counter display; 60-count and                                                             the gap. And it’s the mark of a company
    Breaking away from disposable P-O-P Zuke’s debuted this
                                         ,                        36-count trees; and a 12-piece clip strip.                                                           that can offer award-winning
    permanent wood display in April. The natural, minimal style   All are branded with the lead charac-
    is in line with the company’s outdoorsy image and allows                                                                                                           design and local, as well as global
                                                                  ter — Mickey Mouse or Pooh and the
    the product packaging and the logo to pop.                                                                                                                         manufacturing capabilities.
                                                                                                                         •




                                                                  characters’ theme colors, blue or purple
                                                                  respectively.
                                                                                                                         P L A N N E D




                                                                     Displays come prepacked and assem-                                                                So call us today at 800.966.1808
                                                                  bled. Cote says Delk provides displays                                                               and serve up your structural
       Product: Zuke’s all-natural dog and cat treats             with every product order because the                                                                 brand in a whole new way.
       Number of displays: 250 initially;                         company believes the header is extreme-
       reordered 500                                              ly important in helping to sell the prod-
       P-O-P company: Icon Design and Display,                    uct. She would not disclose how many
                                                                  displays were produced. They were man-
       Santa Rosa, Calif.
                                                                  ufactured overseas.
       Distribution: Nationwide to specialty pet                     As an impulse item, the best in-store
                                                                                                                                             THE PACKAGING HOUSE, INC.
                                                                                                                         W E L L




       stores, outdoor stores, natural products                   location is near the checkout, but Cote                                    6330 N PULASKI RD
       stores, select Whole Foods locations                       says because it’s a Disney product it can                                  CHICAGO, ILLINOIS 60646
       Introduction: April 2006                                   fit into many places, “putting it with oth-                                 800.966.1808                                          www.tphinc.com
       Duration: Permanent                                        er Disney items to tell a Disney story.” As
       Construction: Pine and Baltic birch                        with every Disney launch, the company
                                                                  starts with Mickey and Minnie Mouse
       Set-up: Retail staff
                                                                  and Winnie the Pooh and friends. Nemo,
                                                                  three Disney princesses and characters                                         Enter 32 in E*info box at www.poptimes.com




PT0610_038_039.indd       39                                                                                                                                                                                            9/14/06         11:59:22 AM

				
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