Beverage World - October 15, 2007 - (Page 58)

SALES&MARKETING POINT OF SALE Reduce, Reuse, Recycle POP doesn’t have to be a wasteful proposition. By Jennifer Cirillo B ehind the traditional standee or the seasonal cardboard display remains a lot of waste. But today, point of purchase companies and beverage businesses across the spectrum are taking initiative and stepping up to the plate when it comes to creating innovative and effective ways to speak meaningful messages— for the product and the environment. Fold it Up Toronto, Canada-based point-of-sale display supplier Poptech, Ltd. offers standees that fold down to a flat compact size—about one-third the size of traditional standees, says CEO Derek Minister—to fit in an envelope, allowing for significantly more product units to fit on a skid, resulting in a major reduction in warehouse space, handling and, of course, freight. “We are eco-friendly because our displays require one-third the packout, which is reduced materials, reduced space and fitting three, four or even five times the product on a skid and, therefore, on a truck,” says Minister. introduced Swingbox. The Lama has two towers, four-and-a-half to five-feet tall that would be (for beverages) in the shape of the beverage bottle with a header carrying the promotion. The display, which can extend two cases wide, shrinks down to 15 inches by 25 inches. Much of the cardboard used comes from recycled material and the displays themselves are recyclable, notes Carter. “The benefit of the Lama allows a store to get a display that has multiple uses,” says Carter. “Even when the cases themselves are sold out, the two bottle displays (the two columns) can be separated from the header and used elsewhere in the store as just standalone marketing tools. So, you don’t keep ordering gigantic cardboard displays every time you need to promote something else.” Made from one piece of cardboard, the Swingbox, which performs the same function as a standard tray display, explains Carter, can be stacked on a pallet at the warehouse level allowing space for more products. “We are able to make the same 10,000-piece delivery with 16 trucks instead of 24,” he says. Moving on Up Some environmentally conscious companies, however, are devising new ways to gain attention at the point of sale. New Belgium Brewing Co. (Fort Collins, Colo., USA) prints its banners on Bioflex, a material that biodegrades in five years, as opposed to vinyl. The company also uses sculptural POS pieces that are hand built from reclaimed wood and metal. Honest Tea, based in Bethesda, Md., USA, spreads its green word through ecofriendly transportation—in 2004 the company gave away a Ford Escape Hybrid and this year it gave away 500 Jamis mountain bikes in a sweepstakes. Ito En (North America), Inc. has stopped making POS materials that don’t have real utility, explains Beau Bernstein, marketing manager. Premiums comprise recyclable green tea pens and other items derived from the company’s proprietary technology that utilizes green tea leaves for fiber and resin. “Although Ito En (North America) Inc. is not at all as large as our parent company,” notes Bernstein, “we are acutely aware of the potential footprint that even a small enterprise can leave behind.” BW BEVERAGEWORLD.COM Stack it Up Scott Carter, senior vice president of sales and marketing for Inventive Media, says that one of the company’s ads proclaims maximum impact in store and minimum impact on the environment. With that, Inventive Media, based in Norwalk, Conn., USA, formally known as Marin’s USA, offers two products, its signature Lama and its recently » INVENTIVE MEDIA’S Lama display shrinks down small and opens up big and can be used again as a standalone marketing tool even after the beverages stacked inside sell out. 58_BEVERAGE WORLD_OCTOBER 2007 http://www.beverageworld.com/

Table of Contents Feed for the Digital Edition of Beverage World - October 15, 2007

Beverage World - October 15, 2007 Table of Contents Global Recycling Trends Editor’s Note CCE’s Recycling Initiative New Beverages: VeeV New Beverage Roundup Market Metrics: Green-Minded Consumers Cover Story: Earth’s Brewer Adina World Beat Beverages • Fetzer Vineyards Kim Jeffery, Nestlé Waters North America Sambazon Icelandic Water Holdings John Compton, PepsiCo North America Dennis Puffer, Coors Brewing Co. ITO EN Sierra Nevada Brewing Co. • Cuca Fresca Exports Jeff Seabright, The Coca-Cola Company Mendocino Wine Co. Doug Muhleman, Anheuser-Busch Seth Goldman, Honest Tea Supply Chain: Waste Management Production: Environmental Operations Operations Observations Packaging: Lightweight Bottles Trendspotting R&D: Eco Beverages • Ask the Expert Sales & Marketing: Green POS Materials Distribution: Green Fleets Distribution: Fleet of the Month: Manhattan Beer Distributors FleetBeat The Beverage World Top 100 Classifieds Ad Index

Beverage World - October 15, 2007

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