Shopper Marketing - September 2016 - 89
ChapStick Lip Care Tower Retail Category: Drug Stores Activation Tactic: Aisle/Shipper/Pallet - Temporary Client: Pfizer Consumer Healthcare, Madison, New Jersey Entrant: WestRock Merchandising Displays, Winston-Salem, North Carolina Introduction Date: Dec. 27, 2015 Size of run: 2,000 Comment: The objective here was to develop an exciting, 360-degree display design that would catch a shopper's eye from any vantage point while showcasing a variety of different ChapStick products. Intended target audiences are individuals who are loyal users of ChapStick as well as those who can be converted by the disruption of the display, driving impulse purchases. Logitech Office Depot Pallet Display Retail Category: Specialty Activation Tactic: Aisle/Shipper/Pallet - Temporary Client: Logitech, Newark, California Entrant: Great Northern Instore, Swedesboro, New Jersey Introduction Date: Dec. 1, 2015 Size of run: 1,550 Comment: Two of the three products merchandised on this display were very similar in size but completely different in appearance. Staging the displays back-to-back allowed the consumer to see both versions as well as the price, which was clearly called out in the headers on each side of the display. SEPTEMBER 2016 SHOPPER MARKETING y 89