Henschel-Steinau, Inc., a designer and manufacturer of in-store displays and merchandising, is helping Claritin, Schering Plough's non-drowsy allergy medication, promote its sponsorship of NASCAR star and allergy sufferer Carl Edwards for the 2008 Sprint Cup racing season. The Englewood, N.J.-based firm created a modular half pallet display program rolling out 1000 half pallet displays and 4000 PDQ trays to Wal-Mart stores across the United States, as well as an additional 1000 PDQ trays to be placed at Kmart stores.
"The Claritin NASCAR Pallet promotion creates immediate brand and promotion awareness in-store through its dynamic graphic design and prominent use of Edwards' imagery," explained H. Aaron Henschel, CEO, Henschel-Steinau. "The display is also a key element in consumers participating in the sweepstakes featured in the promotion since it offers match and win information."
The driver is featured prominently in the display program, which promotes a "match and win" sweepstakes that gives five lucky NASCAR fans the opportunity to win a trip around the track with Edwards, and one will win a Ford Mustang.
Edwards, who takes Claritin to treat his allergy symptoms, serves as spokesperson for the Claritin "Clear to Drive" campaign. As a member of the Roush Fenway Racing team and 2007 Busch Series champion, he will drive the No. 99 Claritin Ford Fusion during selected spring races. Claritin branding will also appear on his No. 99 Office Depot Ford Fusion and fire suit throughout the season. According to a press release issued by Schering-Plough, the partnership "drives home the importance of being alert and focused on and off the racetrack."
The design of the program is unique, as the trays from the half pallet can also be broken down to be used as powerwing displays and PDQ trays - for optimal placement potential throughout various Wal-Mart categories in addition to "action alley," where half pallet displays are usually placed.
"As the display is shopped down, Wal-Mart store managers have the opportunity to break the unit down into smaller components and place them in other categories and locations," Henschel explained. Kmart specifically used the Carl Edwards tray option as a PDQ for display on their endcaps.
"Claritin is proud to sponsor Carl Edwards as he pursues the 2008 NASCAR Sprint Cup Series championship," said TJ Higgins (group vice president, Marketing) and Schering-Plough Consumer Healthcare in a company press release announcing the promotion. "Nobody knows better than Carl how important it is to be alert and focused while driving. Like Carl, millions of allergy sufferers nationwide choose Claritin for effective relief from indoor and outdoor allergies without drowsiness."
For more information on Henschel-Steinau, Inc. products/services, visit www.hspop.com.
