Hanger Display
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What makes one bottle promotion stand out from the others on your supermarket shelves? Is it the actual offer or promotion or is it the design of the promotional product? Having searched long and hard to find something new in this niche area of in-store advertising I must admit to having been disappointed - until recently, that is, when a new idea has come to the fore.
Bottle after bottle in your supermarket drinks aisle will be virtually the same shape. There will be no more than half a dozen "see-through" colours but there will be a very colourful and attractive variation in label designs and bottle caps. Every now and then you will see something wrapped around or hanging from a bottle neck and that will be an on-bottle promotion or an item of bottle media.
Even on the most crowded supermarket drinks shelves there are never more that a handful of on-bottle promotions running at any one time so you might be excused for thinking that customers who are scanning the shelves will easily notice these promotions. You might think that because there are not many of them that they will really stand out on the shelves but do they? The styles of bottle media seem not to have changed for ages and maybe it is a case of over familiarity that makes a promotion so easy to overlook.
Sure, shoppers will see the bottle promotions but will their gaze rest upon the actual bottles with the promotion? I say not, unless the choice of bottle media is one that really sets the bottle apart from the others and so I think that it is time for a change if a promotion is to stand out in a crowd.
One product that will certainly do that is a sort of banner which is a new type of bottle collar. The banner is an interlocking product that sits right on the bottle top, rather like a flag and giving the most eye-catching of displays and it can be made by any printer with die-cutting facilities. The product is a real change from the norm for bottle media in general and bottle collars in particular and it certainly does stand out from a crowd. The display is as big as it can get without infringing on the space required by the neighbouring bottles on the supermarket shelves.
This particular style of bottle collar was obviously designed with versatility in mind and it employs an interlocking device that allows it to look perfectly at home on bottles that traditionally hold household cleaning materials. Enormous plastic bottles of milk with large carry handles present no problem whatsoever. Bottles with trigger spray handles such as kitchen and bathroom cleaners are perfectly suited to this big display bottle collar. When a bottle banner is to be used on these types of bottles it needs to be interlocked at the bottle packing plant and it will probably be supplied flat, cut and creased but not interlocked. The interlocking device is very simple, however, and takes only seconds to attach.
Article by Paul Whitney.
Whitney Woods Ltd is a manufacturer of promotional marketing products designed using sophisticated cardboard engineering techniques. The company is a market leader in this field in the UK and publishes many different products including range of new bottle media called The Bottle Boutique which can be seen at http://www.popupmailers.co.uk/popup_bottlecollars.html
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