Grabb-It, shopping bags with messages
November 6, 2005
In the ever-inventive arena of out-of-home advertising, people seem always to be coming up with new wrinkles upon old wrinkles to get ad messages out to consumers, often in the most unlikely of places.
But in the case of Carl W. Truly, advertising was probably the last thing on his mind when he invented the Grabb-It.
His intent was to create a device his elderly mother could use when grocery shopping to bring some order the cluster of plastic bags she carried out of the store near her Arizona retirement community.
Voila, a simple cardboard device that loops through the bags and snaps closed, giving the shopper one smart ergonomic handle to hold. But the handle also serves as a place for ad messages and coupons, a notion that came to Truly, a former executive at a paint company, not long after he invented his Grabb-It.
There’s no cutting, no clipping no searching. The ads are right there, Truly says, literally in the customer’s hands.
Grabb-It handle dispensers are mounted at the ends of checkout lines, convenient for shoppers headed for their cars. Truly says they make sense for new launches but would work for virtually any product sold at retail. The stores get the handles at no cost.
Truly is busy rolling out his Grabb-It in select markets around the country, and he expects it to be available nationwide as early as next year.
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