Innovative packaging includes a 12-ounce can with a wide mouth end to enhance the product’s easy drinkability and a new proprietary 20-ounce bottle.
"The high-energy personality of Surge is reflected in its taste, its graphics and the spontaneity of its advertising, and is the result of our asking teens and young adults what they’d like in a new soft drink," said Jack Stahl, President, Coca-Cola USA.
Marketing support for Surge includes television, radio, point-of-sale advertising, and sampling to more than 5,000,000 teens and young adults.
There will also be an aggressive advertising schedule and a tie-in with Healthy Choice’s Internet site. Healthy Choice’s unique Step This Way program supports the brand’s step-by-step approach to better health and educates shoppers on the breadth of Healthy Choice offerings.
"Healthy Choice is canvassing the store with messages and images that will show our support for consumers’ health resolutions and educate shoppers on the variety of healthful, convenient food offerings that can help makes these goals achievable. By meeting shoppers at the grocery store, we expect to cut through the clutter of traditional advertising and generate incremental purchases across the Healthy Choice line," said Michael Trautschold, ConAgra’s V.P. Marketing Services.
The promotion was developed by Campbell Mithun Esty, Minneapolis, MN; and promotions firm Mayer Douglas, Inc., Minneapolis, MN.
The DigitalWriter consists of a stylus refill (patent pending), inserted in a standard Cross ball-point pen housing. The stylus refill incorporates a new proprietary polymeric tip which simulates a "pen on paper" feel when used to write on PDA screens.
"Used in any of the stylish Cross ball-point pens, the stylus not only writes well but if feels good in the hand,"said Jim Boudreau, Cross’s Marketing and Sales Manager for its new electronic products.
Ms. Mandor joined Revlon in 1989 as Director of Marketing for Ultima and has held positions of increasing responsibility since then, including Senior Vice President, Marketing, Color Cosmetics and Implements.