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ADVERTISING WATCH

MILKING THE PRODUCT ilk Processor Education Program here is expanding outside the dairy case with its Make It Better With Milk promotion.The campaign, which launches this month, will tie in milk with products like coffee, tea, cookies and crackers. It will also make suggestions about substituting milk for water in various recipes. Instead of succeeding the popular milk moustache campaign, the two

MILKING THE PRODUCT

ilk Processor Education Program here is expanding outside the dairy case with its Make It Better With Milk promotion.

The campaign, which launches this month, will tie in milk with products like coffee, tea, cookies and crackers. It will also make suggestions about substituting milk for water in various recipes. Instead of succeeding the popular milk moustache campaign, the two will play into each other.

A freestanding insert filled with milk-themed recipes and incentive coupons for milk and other vendor partners appears in newspapers nationwide April 27. The FSI is expected to reach 58% of American households.

Also in April, a print campaign featuring Martha Stewart wearing a milk moustache, as Cheryl Tiegs wears above, will appear in 10 major consumer magazines. Substitution tips for milk use in recipes will accompany the ad.

Recipes can be found in a wall calendar, "Hot Chefs, Cold Milk," created by Gourmet magazine. Five New York chefs share recipes in this free calendar.

Additional recipes will run in the June issue of Better Homes and Gardens magazine, which will offer readers a 32-page pullout recipe booklet filled with tips on finding more ways to include milk in their daily diets.

JUST SINGIN', SINGIN'

NEW YORK -- Lever Bros. here has scheduled radio spots in 30 markets across the country to advertise its "Singing in the Shower" contest.

Sixty-second commercials, the first of which will break the last week in March, will be halved between Lever soap brands and specific retailing accounts.

Additional advertising will follow as partnered radio stations hold call-in contests and off-site events to help determine finalists who will travel to Universal Studios in California to participate in the National Singing in the Shower finals.

Also, a national freestanding insert dropping April 13 is anticipated to reach 42 million people.

Brands involved in the campaign include Dove, Caress, Lever 2000 and Shield.

THE STRONG MEETS THE SWEET

GLENDALE, Calif. -- Nestle USA here is partnering with Walt Disney Pictures, Burbank, Calif., to promote a unique chocolate bar to coincide with the release of the film "Hercules."

Thirty-second television commercials will break nationally the week of June 16 to support sales of the chocolate bar. The candy, available to retailers beginning May 12, is scheduled to be on shelves when the TV ads hit.

A national essay contest also will accompany the promotion.

Nestle's new confection features white chocolate cameos of the movie's characters embedded in a milk chocolate bar.

PUCK PRODUCTS TO POP

SANTA MONICA, Calif. -- Wolfgang Puck Food Co. here is supporting a new product launch with radio advertising in the Los Angeles area.

Begun last week, the 60-second radio spots will run through March 30. The campaign features owner Wolfgang Puck in a series of "audio collage" spots that mix energetic music with various "Puckisms."

Additionally, a freestanding insert in Los Angeles and Orange County newspapers will drop March 9.

The new frozen entrees include cheese tortellini with red bell pepper sauce, mushroom tortellini with white wine sauce, cheese and mushroom risotto with fresh garlic and arborio rice, spicy chicken tortellini with cilantro sauce, eggplant parmesan with tomato basil sauce and ricotta cannelloni with sweet roasted pepper sauce.

NEW SURF IS UP

NEW YORK -- To support its new Surf with Color-Safe Bleaching Action laundry detergent, Lever Bros. here has launched a television ad campaign.

The 15- and 30-second commercials will run nationally for a year.

A freestanding insert dropping to 51 million people will follow in early March. Several million samples will be distributed at about the same time.

The FSI will tout the Surf Fun Rewards catalog, which offers consumers products through a Universal Product Code points-redemption program. Additionally, about 4 million boxes of powdered Surf laundry detergent will carry the catalog inside.