Shoppers, Check This Out

First it was advertising stickers on fruit. Now grocery shoppers are being targeted in the checkout lane.
A patent-pending checkstand divider called The AdStick is the latest nontraditional medium being utilized by marketers to reach customers. The dividers, which carry advertising messages, were developed by Alpine Promotions in San Luis Obispo, Calif.
Alpine’s clients so far include Walt Disney Co., Long & Foster Realtors, Sea World and newly added Gillette.
AdSticks are being used, for example, to promote Disney’s upcoming film Mulan and Touchstone’s Armageddon in 300 supermarkets throughout California. They are also promoting Long & Foster in the Washington, D.C., area.
Advertisers pay about $200 per store, according to Glenn Hogle, the company’s director of marketing.
The Disney movie dividers have become so popular that customers are swiping them, according to Hogle.
Angela Dawson