P&G goes for gold with Walmart display

And the award for the world’s largest in-store display goes to Procter & Gamble for an Olympic themed creation the consumer products company dropped in the aisle of a Walmart store in American Canyon, Calif.

The 535-sq.-ft. display is so massive photographs can’t capture the scale, but the premise behind the design is it represents a “Tour of London” and was created to honor athletes participating in the games. The display was set in the store last week and will remain in place through Aug. 10. It features 25 pallets worth of P&G’s signature brands merchandised against the backdrop of iconic London landmarks such as a 21-foot tall functioning Big Ben clock that chimes on the hour, A 17-foot rotating London Eye and three eight-foot tall replica double decker buses. The decision to locate the display in the California Walmart store was based on the high concentration of U.S. athletes who live and train in California.

“The display celebrates our dedicated athletes and creates a unique in-store shopping event that customers will remember for years to come,” said Stuart Heflin, P&G’s brand manager on the Walmart Global Consumer Team. “P&G is behind the Olympic Games and our athletes 100%. We want to give people who can’t travel to Europe the opportunity to feel some of the excitement of the Games here at home.”

It took a team of eight people approximately 36 hours to construct the display.