PATH TO PURCHASE EXPO PREVIEW | DESIGN OF THE TIMES PEDIGREE 'FEED THE GOOD' DISPLAY RETAIL CATEGORY: Pet ACTIVATION TACTIC: Counter/Shelf - Permanent CLIENT: Mars Petcare, Franklin, Tennessee ENTRANT: Mars Petcare INTRODUCTION DATE: Nov. 1, 2016 SIZE OF RUN: 2,000 COMMENT: The objective of this promotion was to leverage the Pedigree portfolio and create a central solutions center at PetSmart. The bold brand flagship yellow commands attention as the "feed the good" messaging resonates and conveys the positive satisfaction consumers feel when feeding their pets meals and treats perceived to be good. The image of the curious and playful large dog connects to emotions consumers feel when their pets indicate that it's time to eat. COSTA OCEARCH APPAREL PDQ RETAIL CATEGORY: Specialty ACTIVATION TACTIC: Aisle/Shipper/Pallet - Temporary CLIENT: Costa Del Mar, Daytona Beach, Florida ENTRANT: Ryan Scott Displays, High Point, North Carolina INTRODUCTION DATE: May 1, 2017 SIZE OF RUN: 250 COMMENT: Costa Del Mar wanted to take time during the early summer season to spotlight its efforts to protect sharks and raise awareness of threats to this species. The display was designed for quick sell-through and placement in retailers that already promote the Costa brand. The epic imagery and fin topper commanded shopper attention and quickly conveyed that this promotion is connected to sharks. Lifestyle ocean imagery and spot-coated elements were used to bring the ocean indoors. 98 y SHOPPER MARKETING SEPTEMBER 2017