Fontana Italian Wine Targets ‘Sex In The City’ Market
The Italian Wine Fontana Candida is positioning itself as THE wine for young adult women, noting research that shows women account for more than half of all wine drinkers and volume.
“We call it our ‘Sex In The City’ marketing approach,” said Mimi Zinniel, Research Director for Fontana Candida. “Women who enjoy Fontana Candida are confident, independent and in control. They appreciate quality and indulge in a sophisticated way of life.”
The Company’s research indicates that its target market of women under age 35 are more frequent wine buyers in stores and are more likely to drink imported wines. Targeted advertising will reflect the personality, sophistication and taste of Fontana Candida and its female consumers including magazine ads and point of sale items. Fontana Candida Italian Wines are marketed by Brown-Forman.
LEGO Conducts Tour To Launch BIONICLE
LEGO Co. has launched the BIONICLE “Find The Power Tour,” in support of its new line of collectible action heroes. The tour is making more than 1,500 appearances in more than 50 cities throughout North America with six high-tech, BIONICLE vehicles, each themed after one of the BIONICLE Toa heroes.
Each of the six transport vehicles feature state-of-the-art gadgetry including: an exclusive first look at the new LEGO Game Boy Advance title on two Game Boy Advance gaming stations and Wheel of Power-a giant prize wheel where kids can win BIONICLE-themed gear.
The Tour is being conducted by The Marketing Werks, of Chicago, IL.
Pepsi Mall Tour Promotes Code Red
Pepsi-Cola & Simon Brand Ventures have launched a nationwide Code Red Simon Mall Tour. Mountain Dew Code Red is Mountain Dew’s first line extension since 1988.
Simon shoppers can visit special Code Red Lounges featuring flashing red lights, red bean bag chairs, larger than life Code Red bottles and a sound system playing the latest hip-hop hits. While relaxing in the lounge and enjoying free samples, shoppers can participate in interactive quiz games for prizes.
The Tour is part of a national marketing and vending alliance between Simon Brand Ventures and Pepsi-Cola.
Sutter Winery Launches ‘Sutter Home For Hope’
Sutter Home is making a major statement this Fall, with 3.2 million bottles of Sutter Home White Zinfandel sporting pink corks emblazoned with the pink ribbon symbol of breast cancer awareness and the slogan “Sutter Home For Hope.”
“The pink cork program was an idea that came out of Sutter Home’s national sponsorship of City of Hope’s Walk for Hope Against Breast Cancer,” said Terry Wheatley, Sr. V.P., Sales & Marketing for Sutter Home Winery. City of Hope is a cancer center in Los Angeles.
For two months, every bottle of Sutter Home White Zinfandel will bear a pink cork and bottle necker explaining how consumers can get involved in the fight against breast cancer. Consumers who send the necker back to Sutter Home will receive a City of Hope pink ribbon pin and information about how to do a breast self-exam.
Dr Pepper Runs ‘Pick Your Kick’ Promo
Dr Pepper plans to hand out up to $1 million to a contestant who can kick a field goal from the 30-yard line during halftime at the Dr Pepper Big 12 Championship Game, which will be nationally televised in December from Texas Stadium in Irving, TX.
The grand prize winner will be randomly selected to receive an all-expense paid trip for two to the Dr Pepper Big 12 Championship Game. The finalist will elect to kick from the 10-, 20- or 30-yard line. A field goalfrom the 30-yard line is worth $1 million, a field goal from the 20-yard line is worth $250,000, and a field goal from the 10 nets the finalist $50,000.
P.O.S. materials include shelf talkers, pole signs, static clings, and display spectaculars.
Ben & Jerry's Conduct ‘Citizen Cool’ Promo
Ben & Jerry’s ice cream recently conducted the “Citizen Cool” promotion, spotlighting ordinary people doing extraordinary things. Ben & Jerry’s took a national road trip seeking nominations. Citizen Cool promotional elements included p.o.p. and Scoop Truck sampling events.
The promotion was developed with Centra Marketing, Westbury, NY
Wise Runs Xtreme Three-Sport Sweeps
Wise Snacks’ Cheez Doodles has run a sweepstakes giving consumers a chance to win an Xtreme 3-Sports Package, including a Schwinn BMX bike, an X Game Skateboard and X Game Inline Skates. The program, designed to appeal to families with tweens and teens, is supported with in-store signage.
Tuxis Group, Westport, CT, developed the promotion for Wise.
Haagen-Dazs Conducts ‘Discover The Dazzler’
Haagen-Dazs shops recently conducted the “Discover the Dazzler Online Game,” featuring big ticket prizes. The top prize is a three-year lease on a 2001 Jaguar XK8 convertible. Other prizes include a $5,000 shopping spree, free ice cream for a year and free Banana Split Dazzler frozen desserts.
To play, customers visit a Haagen-Dazs Shop and make a purchase to receive a game card with a unique PIN number. By entering their PIN number online, customers can play an online version of the scratch-and-win game.
Upgrade To Evian” Promotion Offers Private Jet & $10,000
The grand prize winner of Evian Natural Spring Water’s “Upgrade To Evian” promotion wins the use of a private jet and $10,000.
“The winner can choose any special destination (up to$50,000) and fly with their friends for a one-of-a-kind travel experience,” said Sydney Taylor, Director of Brand Marketing for Evian.
Specially marked Evian labels with a numbered code underneath will be available on store shelves. By simply entering the code from the label at Evian's Web site, participants can instantly see if they’ve won and be entered into the grand prize drawing.
DSI Toys Unveils e*BRAIN At FAO Schwarz Launch
DSI Toys Inc. recently used a huge inflatable e*BRAIN to introduce its new e*BRAIN Talking Electronic Personal Companion at an exclusive product launch at the FAO Schwarz flagship store in New York City.
During the fourth quarter, e*BRAIN will be supported by an extensive marketing, advertising and public relations program. The sleek, hand-held e*BRAIN uses Timex Data Link system and patented technology for totally wireless PC connections, but in a cool new way for kids.
Hood Runs High Flying Adventures Promo
HP Hood is giving 20 winners of the Hood High Flying Adventures online contest, a once-in-a-lifetime chance to climb aboard the Hood Airship and fly the skies of New England.
Touring with the Hood Airship is the new Hood “Blimp Mobile,” an on-ground, mini-Airship that distributes entry rules for the contest.
HP Hood markets dairy frozen desserts, and specialty food products.
Hawaiian Punch Offers Musical Getaway
Hawaiian Punch is offering one consumer and five of their closest friends the opportunity to take a private jet to any two cities in the U.S. and attend two concert events of their choice as part of its “5 Friends, 2 Concerts, 1 Wild Weekend” promotion. The promotion gives consumers the chance to instantly win by looking under the caps of specially marked 20-ounce bottles of Hawaiian Punch or inside Hawaiian Punch 12-packs.
P.O.S. materials, include pole signs, shelf talkers and static clings.
Fujifilm Launches Mobile Tour
Fuji Photo Film U.S.A., has launched the FinePix “Picture of America” Tour, to dispel misconceptions of digital photography among consumers. A 75-foot long, 18-wheel FinePix Truck serves as a touring interactive information center for Fujifilm's FinePix digital cameras, photographic services and other digital products.
Visitors will enjoy a hands-on experience using FinePix digital cameras and the Truck also features a digital "Living Wall" of images taken with the complete line of FinePix digital cameras.“The FinePix ‘Picture of America’ Tour make s digital photography more accessible by providing the education consumers need to make informed purchasing decisions,” said Stanley Freimuth, COO, Fuji Photo U.S.A.
Sports Authority Runs ‘Be A Sport’ Program
The Sports Authority is sponsoring “Be A Sport,” a free field trip designed to make fitness and sports safety fun for kids in grades K through 8. The event takes place in The Sports Authority’s sports retail environment where kids learn fitness tips such as the importance of being physically fit and how to exercise and play safely.
“We believe that teaching kids to get fitand active is an important lesson in developing a healthy lifestyle” said Jeff Handler, Sr. V.P., Marketing for The Sports Authority.
NBA And Yahoo! Sports Launch Tour
The NBA and Yahoo! Sports have launched Yahoo! Sports NBA Rhythm ‘n Rims, a traveling basketball and music event that will travel to different cities, bringing interactive basketball activities and concerts to fans of all ages. The tour an extension of a broad marketing relationship the NBA and Yahoo! launched last year.
Rhythm ‘n Rims consists of an interactive 18-wheel transformer vehicle, which unfolds into a basketball theme park, as well as a concert stage and basketball and musical activities.
SoBe & Xbox Partner
South Beach Beverage Co. has signed on with Microsoft as a marketing partner for the launch of the Microsoft Xbox video game system. SoBe is providing substantial grassroots marketing support, featuring the SoBe Love Bus tour, including 8 love buses traveling around the country to support the Xbox launch.
Renee Kasbar Coughlin, Sr. V.P., Marketing, said “Xbox and SoBe are about innovation and tapping into a youthful, edgy market in a very personalized way. We look forward to spreading the Xbox excitement using the SoBe grassroots network.”
Best Buy Debuts Mobile Fun Zone
Best Buy Co. has launched the Best Buy Fun Zone Mobile Technology Truck, a mobile marketing tour to bring technology to consumers.
The traveling Fun Zone features kiosks with interactive gaming and digital music zones; the latest technology offered at Best Buy stores, including products featured in integrated home office, high-definition home theater and high-tech kitchen settings; and an expandable stage. The Fun Zone also includes a home environment with home integration and satellite connectivity within the 53-foot trailer. The trailer also features a cutting-edge satellite two-way high-speed Internet connection that provides high-performance broadband delivery.
Russell Stover Supports Gump DVD Release
Russell Stover Candies and Paramount Home Entertainment have partnered for the release of Forrest Gump on DVD. The DVD will include a coupon for $1.00 off the Russell Stover ‘Gift Box’ featured in the movie.
The release will be supported with shelf-talkers on 35,000 Russell Stover fixtures. The Russell Stover coupon will be in-packed into 1.3 million Forrest Gump Collectors Edition DVDs and promoted on-pack. Coupons for the DVD will be found on ‘The Gift Box.’
Prestone Teams With NFL For Promotion
Prestone has teamed with the NFL for a promotion to increase brand awareness. NFL and team-themed packaging for Prestone Antifreeze, Prestone LowTox Antifreeze and Prestone De-Icer Windshield Washer Fluid will feature a necktie sweepstakes entry.
“This program lets us hone in on the guy who likes sports and takes pride in fixing things,” said Brian Holliday, V.P., Marketing, Prestone.
A&W Runs 'Munster Home Theater' Promo
A&W Root Beer’s Halloween promotion this year features Universal Studios’ ‘The Munsters.’ The “Munster of a Home Theater”promotion will give consumers the chance to instantly win a 53-inch projection TV home theater system by looking under specially marked closures of 2-liter regular or diet A&W Root Beer bottles, or on game cards found in specially marked 12-packs.
The promotion will be supported with Halloween-themed point-of-sale materials, including pole signs, shelf talkers and static clings.
iPoint Kiosk Is Eyewear Try-On System
Optical Innovations and Pech Optical Corporation have partnered to introduce the iPoint Kiosk, a multi-media point-of-sale system, providing a paperless practice integration and supply chain solution to substantially improve the way ophthalmologists, optometrists, and other eyewear retailers procure and sell eye care products as well as enhance the consumer buying experience.
According to Robert Pech, CEO and President of Pech Optical Corporation, “The iPoint Kiosk can greatly improve the patient experience. It does a tremendous job of demonstrating the many different lens options available using computer imaging technology. Currently, opticians do not have effective demonstration tools and patients are often confused by the myriad of options. The system enables the optician to fit the patient with the best lens available based on the patient's specific needs.”
“The iPoint Kiosk offers a virtual inventory of eyewear frames,” said David Copper of Optical Innovations, an Omaha, NE-based developer of technology products to increase efficiency and productivity in the eye care practice.”It enables eyewear retailers to provide a wider selection ranging from higher to lower price points, that they might not carry in the store.”
Planet Of The Apes’ Collectibles Display
One of the hottest new categories appearing in grocery stores nationally is licensed collectibles and items from current motion pictures, such as Planet of the Apes, according to Collectible Concepts Group, Inc. (CCGR), Doylestown, PA. Acme Supermarkets is featuring this Planet of the Apes wall scrolls on display.
This display program is part of CCGR's Timed Stock Rotation Plan, whereby the Company continues to display licensed products in retail stores during the hot market window.
Retail Promos Support BMX 2 Video Game
Acclaim Entertainment is launching an integrated marketing campaign for its Dave Mirra Freestyle BMX2. “Our Dave Mirra franchise is one of the strongest brands in the extreme sports category and we are thrilled to debut the BMX offering for the PlayStation 2,” said Steve Felsen, Dir., Brand Management. “Our campaign will exploit all forms of media to enhance consumer awareness for the product, which will take advantage of the next generation platform.”
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