Jones Soda Lip Balm Displays Feature Users' Quirky Photos

Kaysville, Utah -- Lime Lite Marketing recently licensed the name of the Jones Soda Co. for its rollout of lip balm products. It also leveraged Jones Soda's quirky personality in its marketing. Jones gained popularity in the market by dressing up its soda labels with strange photos taken by consumers, and Lime Lite is doing the same, putting the photos on its display boxes. From store-to-store, virtually every 36-count merchandiser uses a different header photo. One master case of 12 Jones Soda Co. Lip Balm displays might contain as many as 12 different header images. Therefore, two displays featuring the same lip balm flavor (there are four flavors in all) may look completely different. Furthermore, no master case is packed the same, says Tym Gilson, Lime Lite's senior brand manager.The photos on the header are sticker labels, which are applied when the displays are manufactured. Every other month, Lime Lite sends out dozens of new images, in print runs of 100 each. Gilson says this is "an expensive process, but worth it." However, producing shorter print runs for the labels only, and larger runs for the 3-inch-wide by 6-inch-tall by 6-inch-deep displays, keeps costs down. The countertop displays, along with posters, shipped in October to regional skate, surf and snowboarding shops, and convenience stores in Arizona, Idaho, Nevada, Utah, Washington and Wyoming. Since then, the displays have garnered nationwide distribution in mass channels. A carded, pegged product launched Jan. 1.There are many people who collect Jones Soda Co. images. In fact, they even trade them electronically on the Web. As a result, the Lip Balm merchandisers have become collector's items, notes Gilson. "Retailers report that consumers wait for the last lip balms to be sold so they can take the display."Lime Lite handles display design in-house. Modern Packaging of Farmington, Utah, produces the base displays, and the header labels are produced by another Utah-based company that Gilson did not name. Print 2 Day of Salt Lake City prints the posters, and Yusef Labs of Kaysville, Utah, assembles the labels and merchandisers then stocks and ships them. Lime Lite's distributor network handles the change-out of the displays and posters in the field.To date, 300 posters and 10,000 displays have been produced. Lime Lite is now preparing to run 20,000 posters, 200,000 base displays and enough labels to switch the display images monthly, rather than bi-monthly. Another 175 distributors are being added to the original network of 100.

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