Kumho strikes gold with POP display

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A promotional countertop display and a tire display insert created for a retail sales promotion won a gold trophy for Kumho Tire U.S.A. Inc.

Kumho received the award at the 2003 Design of the Times competition in New York City, held in conjunction with the POP (Point Of Purchase) Show.

The competition featured hundreds of entries judged by more than 100 national brand managers, designers and retail marketers.

Kumho's winning POP materials kicked off the 2003 summer sales season. The promotion offered consumers a free pair of mini radio-controlled cars if they purchased a set of four Kumho ECSTA ultra-high performance tires.

"The idea behind the promotional display was simple: create a three-dimensional display that would ship flat," says Mike Leverington, Kumho's director of marketing.

Kumho backed the promotion with in-store displays, a co-op advertising program and complete fulfillment service. A POS kit that included a counter card, tire center, redemption form pads, ad slick and radio script also came with the display.

The display was designed and created jointly by ST&P Communications in Fairlawn, Ohio, and Dempsey Printing in Cleveland.

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