When your company’s bread-and-butter business is providing packaging for everything from frozen ice pops to sinus medications to take-out Chinese, a bronzed beauty sporting an oh-so-teeny bikini likely doesn’t come to mind.
But Norcross-based RockTenn is thinking less is more in a promotional effort with Sports Illustrated’s annual Swimsuit Edition.
Fans of IndyCar racing star Danica Patrick will get a free 10-inch by 13-inch peel-and-stick poster of the popular driver when they purchase the magazine at 7-Eleven convenience stores.
While the promotion is designed to drive sales at 7-Eleven stores, Alliance —- the RockTenn subsidiary that came up with idea —- is looking at this as a vehicle to promote its self-adhesive posters and displays.
“It’s a new offering in the world of point-of-purchase materials,” said Tim Falko, vice president of operations at Alliance, which is based in Winston-Salem.
Alliance, which primarily works with consumer products firms on attention-grabbing, in-store displays, shipped about 151,000 of those posters across the country.
Though Sports Illustrated is the first major mass project featuring the self-adhesive posters, Alliance has used them with smaller, more localized merchandising efforts such as the Professional Bull Riders, New York City Public Schools and some college mascots.
