In the years shown here, “Point Of Purchase” and “Point Of Sale” were the terms to describe the many items that made products appealing, (Today the term: Point Of Sale or POS is widely defined as the process of purchasing the product or service.)
In the years of 1970 to 1975, I was able to touch on this area of marketing. From label and product designs to the promo pieces that brought attention to the product in a store setting. These assignments gave me a sense of being there, greeting the customers. (I was young.)
The A. Carlisle & Co. of San Francisco had the printing and construction equipment to develop a variety of store displays. Carlisle’s creative directors gave me — twelve assignments. Here are some examples:
Shasta: In 1889 “Shasta” was known for the waters from the Mt. Shasta, CA region.
In the years after 1931 it was developed into a ginger ale or soda and they were offered usually as a mix for alcoholic drinks. In the 1950s Shasta Cola became available in cans. Operating from their headquarters in Hayward CA, the Shasta company was a nearby client for advertising assignments.
1970 Shasta Cola, Shelf‐Talker. This was an unusual idea at that time – opaque inks printed on foil, with a die‐cut. This was to show along with the Shasta Cola displayed on the market shelf.
C&H Sugar: (California and Hawaiian Sugar Company) As early as 1906, ships from Hawaii were sailing into San Francisco Bay, then northeast through San Pablo Bay reaching the port of Crockett where they offloaded raw cane sugar. C&H today, produces 700,000 tons of sugar annually. C&H was a steady client for San Francisco ad agencies and printing companies.
1971 C&H Sugar Hawaii (3‐D wire hangers). Here the request was to have two “Wire‐Hangers” with two different scenes on each side (one showing daytime and the other side, nighttime. Also there was a banner with the words: “LUAU LAND”
1972 C&H Sugar (Wire Hangers). I first tried other rough ideas: an egg and bunny as a folded die‐cut in an egg shape – – a little bunny – – a chicken – – then two layouts preceded the final five wire‐hangers.
1973-Electric & Gas Industries Association –EIGA. Originally headquartered in San Francisco, with roots from the early 1930s, EGIA began as a nonprofit membership association with the mission to help promote the sale of energy‐efficient appliances for retailers throughout the state of California. EIGA is now located in Sacramento, CA.
1973: Clorox’s Liquid‐plumr
“Liquid‐plumr” made by Clorox with headquarters in Oakland CA, was another regional client. Not having a color Xerox in those years, I show these four examples in b/w. The one chosen was to be rendered as finished art, printed and then placed in markets near the product.
The large wine industry in California gave the Carlisle Company many opportunities of displaying a variety of displays and bins that would hold many bottles and have photographs portraying an elegant display of the wines.
1973: Inglenook wine was founded in Rutherford, California during 1879 by Gustave Niebaum, a Finnish sea captain.
This Inglenook page of layouts offered the client a choice of photographic settings. The clients would choose the mood that they wanted displayed and a photographer would follow the basic “look” and be the one to choose all of the elements for the “table‐top” setting. The chosen “look” is shown also.
1973: Chilean Wines. Carlisle’s client, here, might have been a company dealing mostly with wines imported into San Francisco Bay. It might have been the beginning of the San Francisco Wine Trading Company. (I have no other source.) For this assignment, we offered many choices of subjects for the “feel” of a Chilean vineyard. Two of the subjects were developed.
1973: One of California’s oldest and most renowned wineries, Geyser Peak Winery was founded in 1880 by Augustus Quitzow, a pioneer in Alexander Valley winemaking,
1974: POP concepts for imported BABYSHAM.
1973 – 1974: Annacorré. I don’t have notes on this display sheet as to who brought this job to us, nor the name of the parent winery. I cannot find any information about this wine, on line.
United Vintners Starting in 1975 I got a number of assignments from United Vintners, usually through ad agencies such as McCann Erickson. Some assignments were also for magazine ads, and posters for Guild Brandy. A “warm‐up” jacket was offered.
How many ways can you offer a wood wine‐rack for $22.00?
For Inglenook, these b&w copies were Magic Marker color sketches to show eleven ways to make that offer on their in‐store display bins.
This other (folded) display layout was to be placed behind a collection of Inglenook bottles.
United Vintners, in those days, also had the three TJ Swann ($1.75) fruit wines: Easy Nights, Mellow Days, and After Hours. These are no longer available in markets. This “Dial a Wine” was to be attached to the refrigerated cases that held these wines. The turn of the dial to 15 descriptive sentences, would offer the suggested fruit wine for each occasion!
This was one of three strange assignments, so far in my career. (The first was the packaging of mealworms for fishing. (“Mighty Mealys” was a previous story.) The other was for a J. Walter Thompson client: Shakey’s Pizza. They planned a Christmas P.O.P. poster showing a slice of pizza with the Shakey’s logo as the star on the top. 7‐Up was an additional product to show – so bottle caps were ornaments and the 7‐Up bottle was the trunk of the tree. (I’ve tried to forget that assignment.)
Paul Masson (1859 – 1940) emigrated from Burgundy, France to California in 1878. In 1892 he developed his first sparkling wine. Masson eventually became known as the “Champagne King of California”.
Late 1970s: David Reid, creative director at Browne Vintners, planned that this poster for Paul Masson wines to be, actually, a P.O.P.!
The artist, Dick Moore, said that it was offered FREE– as a “tear‐off‐sheet”.
ADASF 1958 – 1971
Here is a collection of designs accepted in the annual exhibitions of the Art Directors and Artists Club of San Francisco. Point Of Purchase aka: Point Of Sale.
One might question how a large outdoor board could be a point of sale. The two “OK” boards, in the ‘70s, were place at the side of the large Chevrolet lots selling “OK” approved used cars. Too bad, that the annuals were only in black and white. (I had one color example, so I added it.
The many San Francisco Bay Area graphic artists and art studios — had steady sources of employment. Reviewing all of these examples from the few years shown, I wonder how the POP industry is operating now. Do artists still have the freedom to develop and render various choices for the client, printing shops, or ad agencies – – still with markers or what?