By completing popular phrases like The Terminator's "Hasta La Vista Baby!" to boxing's universal rallying call, "Let's Get Ready To Rumble!", consumers can win exciting celebrity experiences that include: dinner with "The Terminator" Arnold Schwarzenegger at Planet Hollywood; a $25,000 shopping spree at Mall of America with Alyssa Milano; and a VIP pass to the MTV Video Music Awards with actor VJ Bill Bellamy. In addition, Pepsi Pop Culture offers consumers more than 2.5 million instant win merchandise prizes that include Harley Davidson Motorcycles, Jeep Wranglers, free HBO for a year, CDs at Sam Goody's, and Arnette Sunglasses.
"For the past century, Pepsi has aligned itself with pop culture icons, from James Dean to Shaq and Cindy Crawford," said Janine Bousquette, Vice President of Marketing, Pepsi-Cola Company. "Pepsi Pop Culture builds on this existing relationship and taps into what's relevant in today's popular culture -- the lingo, the hottest stars, and the most sought after celebrity experiences and prizes -- and creates the `quintessential summer event' for consumers."
Pepsi Pop Culture is being supported by a new television, radio and print advertising campaign, outdoor advertising, an MTV promotion, a massive in-store point-of-purchase effort and numerous tie-ins with the company's World Wide Web site "Pepsi World."
The promotion leads with an innovative "Find Godzilla And Win" game. Designed to drive sales volume of beverages for Taco Bell during peak summer drink season and to encourage trial of the restaurant's newest menu item, Gorditas. The "Find Godzilla and Win" promotion utilizes an original, decoder screen game technology developed by WCJ, and offers Taco Bell customers two ways to find Godzilla and win. Consumers peel off the two-part game piece and use the decoder half to hunt for an image of Godzilla to win a big instant win prize, or to reveal one of the letters of the monster's name. One lucky Taco Bell patron who collects all the letters to spell out Godzilla, will win the $1 million grand prize. Five ten-thousand dollar and 100 one-thousand dollar cash awards are also won for spelling out Claws and Tail, respectively. Over 22 million finders of Godzilla himself are awarded "instant win prizes" including Harley-Davidson Fat Boys, trips to New York City, Giant Iguana Bikes, Sony Big Screen Televisions, Taco Bell food and other items that playfully connect to the movie's big reptilian star. Overall, the prize package totals $17.5 million.
WCJ's on-site media strategy carries through with the "Find Godzilla" theme in Taco Bell stores. The phase one point-of-purchase elements, including eye catching door decals, banners, ceiling hangers and mobiles, in-store standees and counter cards, saturated in Godzilla signature atomic green, draw in and tease consumers with blanks where the monster will be added at the premiere. WCJ designed the on-site media using die cuts and other creative elements that would accept the addition of Godzilla and build a phase-two campaign. Adding to WCJ's creative challenge in phase-one were conditions from Sony Pictures Entertainment on the use of the body parts of Godzilla such as his claws, tail and back. None could be featured together as a single creative piece. Sony also required the Godzilla body parts to be represented in size proportion.
"Market research has confirmed that new BIC Plus Shavers are perfect for consumers, who are increasingly demanding 1-piece shavers that deliver more features," said Rebecca Clulow, BIC's Brand Manager for shavers. "More than half of consumers surveyed said that a lubricating strip was very important, and more than three-quarters said the same for maneuverability and control. BIC Plus Shavers address both of these needs in a truly unique way."
The three shavers offered in the new line include: BIC Plus with Beard Softeners for men, BIC Plus with Lanolin and Vitamin E for women and BIC Plus with Aloe and Vitamin E-Sensitive. BIC Plus Shavers will ship to stores in September available in 5-pack, 10-pack and 2-pack trial sizes.
Distribution channels will include both traditional retail, with only 200 specialty retailers selected for the initial back-to-school season, and direct sales, through the company's Web site. Both channels will carry a recommended retail price of $125.
Snapple Refreshers are all-natural thirst quenchers for people with active lifestyles. Containing no artifcial colors or preservatives, the Refresher line consists of six flavors. Refresher Sport drinks, in Lemon Sport and Sport Punch, are formulated to deliver both insysny and long-lasting energy with a blend of glucose and fructose. Refresher Sport drinks are distinguished from other major national sports beverages in that they have no preservatives and significantly less sodium than other sports drinks. Three Refresher juice flavors include Mountain Grape, Orange Punch and Strawberry Melon. Refresher Sun Tea -- the only premium, all-natural tea in a plastic bottle -- is real-brewed tea offering a light, refreshing, homemade taste.
"Providing kids with twice the number of toys during this month-and-a-half time period doubles the reasons for kids to visit our restaurants," said Richard Taylor, Vice President of Marketing Services, Burger King Corporation.
The premiums, the largest in size ever offered by the company, comprise 12 different toy designs that feature unique aliens and out-of-this-world accessories and vehicles from the TV series.