Several large marketers including Disney, Gillette Co. and WorldCom are among companies using a new ad medium -- those rubbery dividers consumers use to separate their groceries from another person's at the checkout aisle.
Alpine Promotions, based in St. Luis Obispo, Calif., has placed its Adsticks dividers in more than 1,000 stores and plans to be in 3,000 by yearend.
`ARMAGEDDON,' MACH3 ADS
Disney is touting summer flicks "Mulan" and "Armageddon." Gillette soon will start promoting its Mach3 razor with Adsticks and is putting together a program to target the Hispanic market in the U.S. and Puerto Rico.
WorldCom is about to refresh its current program for Talk 'n Toss prepaid phone cards with new creative featuring celebrity sports endorsers.
While at least one other company offers the dividers as an ad medium, Adsticks was hatched last summer.
RUBBER-STICK REAL ESTATE
"We are basically leasing the space in stores -- it's like real estate, only it's rubber sticks," said Glenn Hogle, Alpine's VP-marketing. "The stores do nothing but collect checks. We take care of the sales, production, installation and the maintenance."
Alpine Promotions' 25 clients to date also have included Paramount Pictures, The San Francisco Chronicle, Sea World, The Washington Post and Wm. Wrigley Jr. Co.
It is selling advertisers on a cost per thousand of 75 cents to $1, or $150 to $250 per store. Advertisers must commit to 90-day packages.
Like so many other media, Adsticks is looking to add some entertainment value. Alpine soon will test dividers on which the ad blurb is accompanied by a trivia question pertaining to that product or brand.