SNOOZE, YES; SNORE, NO
ping consumers get a good night's sleep is the platform for a promotion sponsored by Breathe Right nasal strips and Tylenol PM, expected to launch in April.
A national freestanding insert with one 50-cent coupon good on any Breathe Right package and one 50-cent coupon good on any Tylenol PM box will be distributed April 13 to 47 million consumers.
Radio ads and print advertising will also be used to raise awareness about the joint promotion.
In addition, on specially marked displays only, packages of Breathe Right nasal strips will carry four free geltab samples of Tylenol PM. A four-strip Breathe Right sample pack will be shrink-wrapped to 24-count packages of Tylenol PM.
CNS Inc. here, maker of Breathe Right nasal strips, and McNeil Consumer Products Co., Fort Washington, Pa., formulated the tie-in to help consumers who experience sleeping problems resulting from pain, sleeplessness, snoring and related breathing difficulties.
SLIM JIM JOINS THE GAMES
RALEIGH, N.C. -- Slim Jim meat snacks, developed by GoodMark Foods here, has signed on as an official sponsor of ESPN and ESPN2's Summer X Games 1997. As a sponsor of the event, Slim Jim will be included in all advertising efforts developed for the extreme sports tour, including a half-page ad in Rolling Stone's "Unofficial Guide to the X Games."
Radio spots in cities where ESPN is staging a promotional tour will add to the campaign. The promotional tour kicks off April 5. Slim Jim will benefit from on-site signs and sampling at each of the stops, which include Miami; Austin, Texas; New York; New Orleans; Virginia Beach, Va.; Chicago; Boulder, Colo.; San Jose, Calif.; and Los Angeles.
In-store, Slim Jim will feature the sponsorship on several of its gravity feed countertop, dump bin floor shippers and canister floor displays. These will be available beginning in May, in time for the week-long X Games finale June 21 to June 28.
NEW DRAKE PACKAGING TAKES OFF
WAYNE, N.J. -- Drake Bakeries here is planning a national freestanding insert drop April 27 to raise awareness about its new packaging.
In addition to the FSI, the snack cake company is supporting its recent package redesign with 10-second radio spots in markets throughout the country.
With the help of Sterling Group, New York, Drake has updated its graphics. The company is also committed to adding new products to its existing line of Ring Dings, Yodels and Devil Dogs, to name a few.
IMATION FOCUSES ON SPRING
OAKDALE, Minn. -- Imation Corp. here is reminding consumers of warmer weather with its Spring Into Action in-store promotion.
In-store display materials featuring the Spring Into Action tag line are available until March 14. Imation expects in-store advertising to run from March 23 to April 13.
The company, which manufactures store-brand disposable cameras and color film, is offering consumers 50 cents off the purchase of color print film and $1 savings on the purchase of single-use cameras through retailer's in-ad coupons.
In-pack coupons are also available. Consumers receive 50 cents off their next purchase of color print film and $1 savings the next time they buy a single-use camera.
THE ASCENT OF ICE CREAM NAPERVILLE, Ill. -- Quality Chekd Dairies here is mounting a national advertising campaign featuring ice cream and milk products approved by the organization.
Two 30-second television commercials are scheduled to break nationally March 10. Each lauds the organization's products by showing rock climbers in Monument Valley and alluding to the ad campaign's slogan, "Reach for the Top."
One ad promotes ice cream by featuring mountains of ice cream and rock climbers avoiding fruit and nut avalanches through the national park.
The other carries out a similar theme using lower-fat milk products pouring from the mountains into a cereal bowl.
The TV ads are expected to be seen by 300 million viewers. A print campaign in selected trade magazines will follow in the spring.
STROH FUELS UP DETROIT -- Stroh Brewery Co. here has launched a nationwide Mini Stock Car Sweepstakes promotion for its Old Milwaukee brand of beer.
The event will be promoted in-store, where consumers can pick up entry blanks from a display to become eligible to win one of 10 gas-powered Mini Wheels stock cars.
The campaign runs through May 15. Point-of-sale materials touting the program include a "pit stop" banner and a 40-inch inflatable race car. Some grand-prize fiberglass cars will be on temporary display at select retail outlets nationwide to help generate awareness.
