Shopper Marketing - July 2017 - 46

GALLERY | OMA PREVIEW

SEMI-PERMANENT

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.

PERMANENT

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
for attention.
46

y SHOPPER MARKETING MARCH 2017



Table of Contents for the Digital Edition of Shopper Marketing - July 2017

Contents
Shopper Marketing - July 2017 - Intro
Shopper Marketing - July 2017 - 1
Shopper Marketing - July 2017 - 2
Shopper Marketing - July 2017 - 3
Shopper Marketing - July 2017 - Contents
Shopper Marketing - July 2017 - 5
Shopper Marketing - July 2017 - 6
Shopper Marketing - July 2017 - 7
Shopper Marketing - July 2017 - 8
Shopper Marketing - July 2017 - 9
Shopper Marketing - July 2017 - 10
Shopper Marketing - July 2017 - 11
Shopper Marketing - July 2017 - 12
Shopper Marketing - July 2017 - 13
Shopper Marketing - July 2017 - 14
Shopper Marketing - July 2017 - 15
Shopper Marketing - July 2017 - 16
Shopper Marketing - July 2017 - 17
Shopper Marketing - July 2017 - 18
Shopper Marketing - July 2017 - 19
Shopper Marketing - July 2017 - 20
Shopper Marketing - July 2017 - 21
Shopper Marketing - July 2017 - 22
Shopper Marketing - July 2017 - 23
Shopper Marketing - July 2017 - 24
Shopper Marketing - July 2017 - 25
Shopper Marketing - July 2017 - 26
Shopper Marketing - July 2017 - 27
Shopper Marketing - July 2017 - 28
Shopper Marketing - July 2017 - 29
Shopper Marketing - July 2017 - 30
Shopper Marketing - July 2017 - 31
Shopper Marketing - July 2017 - 32
Shopper Marketing - July 2017 - 33
Shopper Marketing - July 2017 - 34
Shopper Marketing - July 2017 - 35
Shopper Marketing - July 2017 - 36
Shopper Marketing - July 2017 - 37
Shopper Marketing - July 2017 - 38
Shopper Marketing - July 2017 - 39
Shopper Marketing - July 2017 - 40
Shopper Marketing - July 2017 - 41
Shopper Marketing - July 2017 - 42
Shopper Marketing - July 2017 - 43
Shopper Marketing - July 2017 - 44
Shopper Marketing - July 2017 - 45
Shopper Marketing - July 2017 - 46
Shopper Marketing - July 2017 - 47
Shopper Marketing - July 2017 - 48
Shopper Marketing - July 2017 - 49
Shopper Marketing - July 2017 - 50
Shopper Marketing - July 2017 - 51
Shopper Marketing - July 2017 - 52
Shopper Marketing - July 2017 - 53
Shopper Marketing - July 2017 - 54
Shopper Marketing - July 2017 - 55
Shopper Marketing - July 2017 - 56
Shopper Marketing - July 2017 - 57
Shopper Marketing - July 2017 - 58
Shopper Marketing - July 2017 - 59
Shopper Marketing - July 2017 - 60
Shopper Marketing - July 2017 - 61
Shopper Marketing - July 2017 - 62
Shopper Marketing - July 2017 - 63
Shopper Marketing - July 2017 - 64
Shopper Marketing - July 2017 - 65
Shopper Marketing - July 2017 - 66
Shopper Marketing - July 2017 - 67
Shopper Marketing - July 2017 - 68
Shopper Marketing - July 2017 - 69
Shopper Marketing - July 2017 - 70
Shopper Marketing - July 2017 - 71
Shopper Marketing - July 2017 - 72
Shopper Marketing - July 2017 - 73
Shopper Marketing - July 2017 - 74
Shopper Marketing - July 2017 - 75
Shopper Marketing - July 2017 - 76
Shopper Marketing - July 2017 - 77
Shopper Marketing - July 2017 - 78
Shopper Marketing - July 2017 - 79
Shopper Marketing - July 2017 - 80
Shopper Marketing - July 2017 - 81
Shopper Marketing - July 2017 - 82
Shopper Marketing - July 2017 - 83
Shopper Marketing - July 2017 - 84
Shopper Marketing - July 2017 - 85
Shopper Marketing - July 2017 - 86
Shopper Marketing - July 2017 - 87
Shopper Marketing - July 2017 - 88
Shopper Marketing - July 2017 - 89
Shopper Marketing - July 2017 - 90
Shopper Marketing - July 2017 - 91
Shopper Marketing - July 2017 - 92
Shopper Marketing - July 2017 - 93
Shopper Marketing - July 2017 - 94
Shopper Marketing - July 2017 - 95
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com