Pepperidge Farm Places Goldfish Towers in White Hen Stores

When an account specifically requests a display, Pepperidge Farm is quick to bite.This summer, in response to "an assignment from White Hen convenience stores," the snack maker introduced a floorstand display in the shape of the brand's 4-ounce Goldfish crackers package. The retailer provided guidelines limiting the footprint "and we designed a display accordingly," says Gary Capone, manager packaging development at the Norwalk, Conn.-based Pepperidge Farm. "Hopefully we'll roll this out in other stores before the end of the year."Stocking 100 packages, the 16-inch-wide by 6-feet-high by 16-inch-deep unit is compact enough to suit the needs of drugstores and smaller retail stores.Six square shelves are supported by a central pole to form the body of the display, while the gatefolded top completes the duplication of the package. The marketers' goal was to create an open shelf display to maximize visibility and to allow easy access from all four sides. By raising the product within the shelves, the system gives a clear view of the carton graphics from many angles. A pop-out goldfish on the roof of the unit grabs shoppers' attention and further emphasizes the brand.Created by Union Camp-Newtown Graphics, Newtown, Conn., the display consists of direct print flexography applied to corrugate using high-holdout Temboard brand liner. Specially formulated fluorescent inks were supplied by Borden Inks, Cincinnati. Tooling was provided by City Stamp Works, Ludlow, Mass. Hand finishing and assembly was done by Orange Packaging, Newburgh, N.Y.

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