Marketing strips having a light source and a flexible viscoelastic lightguide for displaying products or product related information, or illuminating a graphic on the marketing strip and products adjacent it. Light from the light source enters the viscoelastic lightguide and is transported within the lightguide by total internal reflection until the light exits from surfaces of the lightguide and through the graphic. The viscoelastic lightguide can include a pressure-sensitive adhesive, which adheres the lightguide to the marketing strip and enhances structural support for it. The light from the lightguide can illuminate products and labels on the marketing strip. The lightguide can also include a bevelled edge with light exiting the edge downward and backward from the marketing strip to illuminate products it.