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Coors wins POPAI promotional award.

Coors wins POPAI promotional award

Adolph Coors Co. and Graphic Communications, Inc., of Golden, CO, have won the Point-Of-Purchase Advertising Institute, Inc.'s (POPAI) 1991 Gold Outstanding Merchandising Achievement (OMA) Award for their "Coors Light Dancing Can" display.

The award for "Best of Industry" in the promotional point-of-purchase division for beverages was announced at Marketplace '91 in New York on October 31, 1991.

The award-winning entry will go on to compete for "Display of the Year" at POPAI's Annual P-O-P Industry Conference, to be held in March.

According to Adolph Coors, the Coors Light Dancing Can display was developed to provide increased floor traffic in retail stores carrying the brand during the Memorial Day to July 4 period. Designed as a floor display, the four-foot unit was convertible to additional promotional periods and themes by changing the can's accessories, thereby creating longevity in the market.

Graphic Communications executives noted "the unit dominated retail beer display activity through late spring and early summer 1991." Additionally, demand for the dancing can outweighed the company's ability to meet retailer requests.

PHOTO : DANCING TO VICTORY - The Point-Of-Sale Advertising Institute (POPAI) recently awarded Adolph Coors Co. and Graphic Communications, Inc., the 1991 Gold Merchandising Achievement award for their "Coors Light Dancing Can" promotional display.
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Title Annotation:Adolf Coos Co., Point-of-Purchase Advertising Institute Inc.
Publication:Modern Brewery Age
Date:Jan 27, 1992
Words:209
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