Shopper Marketing - July 2017 - 46
GALLERY | OMA PREVIEW
TIDE PURCLEAN TREE
ENTRANT: Arc Worldwide, Chicago, and WestRock, Norcross, Georgia
CLIENT: Procter & Gamble, Cincinnati
RICCI: I like the unusual yet eye-catching shape, structure and form
of this display. I think it will meet the objective of secondary placement
in some classes of trade, but the message of Purclean being "the first
bio-based detergent with the cleaning power of Tide" is confusing. This
is indeed a Tide product, so what does "bio-based" mean? The header
alludes to the brand going green, so it should simply say that rather than
introducing a leafy representation of the standard Tide logo that doesn't
match the one on the base or bottle, but rather only the neck hanger.
The overall aesthetic is fine, but the marketing elements and graphics
don't meet the usual excellence I expect from P&G.
BENEFIT BROW MAGIC ENDCAP
ENTRANT: Rapid Displays, Chicago
CLIENT: Benefit Cosmetics, San Francisco
RICCI: While I'm sure Benefit Cosmetics wanted to show
a full product line, this might be too much of a good thing.
This setting inside a magician's case and using the word
"magically" once did not actually convey magic to me.
It appears cluttered, low in height compared to a typical
endcap and there is no focal point for the shoppers' eyes.
Frankly, the first thing that did catch my eye was the
"daughter of the werewolf" eyebrow on the model on the
header. This display has personality but will need to fight
y SHOPPER MARKETING MARCH 2017