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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-
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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
