NESTLE SWEET ON HOLLYWOOD
estle here plans to add its voice to the usual shouts of "Hooray for Hollywood" that normally infiltrate the national consciousness every year around Academy Award time. It is doing so through its promotional campaign "Nestle Celebrates the Very Best of Hollywood."
The campaign involves promotional elements, TV and print advertising, and TV-show sponsorships.
Promotional elements will center around the "Very Best of Hollywood" sweepstakes, which will give consumers a chance to win a grand prize five-day trip to Hollywood, where they will be pampered with luxury accommodations. There is also a free video-rental offer with the purchase of Nestle products. These promotions will be marketed using in-store displays with header cards, tear pads and other point-of-sale materials.
Nestle plans to sponsor a variety of Turner Network programs including TBS's "Salute to the Academy Awards," four episodes of "Dinner & a Movie" and a special installment of "Showbiz Today" on CNN.
SEAGRAM'S SEEKS TO HEAT COOLERS
NEW YORK -- Seagram's here is launching a new campaign to strengthen the consumer base of its Seagram's Coolers. The campaign, thematically titled "Get a Taste of This!," is aimed at the contemporary female consumer and is broken up into three main parts.
It begins with the introduction of two new flavors, Wild Grape Kiwi and Wild Strawberry Banana. Packaging and promotions at this stage will encourage customers to "Taste It Here First!" since both flavors are new to the cooler category.
Seagram's will follow up the flavor introduction with an "Ultimate Music Fantasy Program," which, where legal, will include a free "Girl Grooves" CD offer with the purchase of Seagram's coolers. The CD features a mix of female artists from Universal Records, a sister company to Seagram Beverage Co.
Also part of the "Ultimate Music Fantasy Program" will be a chance to win a guest appearance in a major music video filmed by Universal Records. The winner will be flown to New York where she will get VIP treatment that includes a makeover, limo transportation and a shopping spree.
The campaign will run three months on the radio in the Top 25 cooler markets in the nation. Other radio support features of the campaign will include live remotes at bars and nightclubs, product tastings, contests, beach parties and tie-ins with local concerts. The print campaign will run in Cosmopolitan magazine.
MILK IS KIDDING AROUND
ROSEMONT, Ill. -- Nobody knows kids like kids. And maybe that's why the new "Got Milk?" commercials will feature stories written by kids for kids. One spot shows a fireman with a nine-year-old voice explaining how to capture that "milk monster" that may be stealing milk from the refrigerator. Another has a desert adventurer digging for a milk carton only to find it is filled with sand.
Dairy Management Inc., the nonprofit organization that handles the American Diary Association, the National Dairy Council and the Dairy Export Council, is looking to target children ages 1 to 11 now, so they will continue to drink milk in later years, when milk consumption has traditionally been lower.
Some other campaign plans include sponsoring "Wimzie's House," a Public Broadcasting System kids' TV show; sponsoring research enforcing the value of milk products; conducting a School Breakfast promotional compaign; and finding new flavors and marketing opportunities for milk-based beverages.
ADVOCATING AVOCADO AFFECTION
SANTA ANA, Calif. -- Sometimes it just takes a reminder or a few kind words of encouragement to make you do what you really want. "It's not wrong to be in love with the avocado," a billboard screams from somewhere in California. "It's not good to keep these cravings inside," a short glance at a bus shelter confidently reminds us.
Such is the message of the California Avocado Commission's new advertising campaign, which aims at overcoming the feeling of indulgence that may come along with enjoying something as yummy as the avocado.
The outdoor ads will run on 1,600 billboards and 200 bus shelters with one of four headlines, such as "Don't hide your true feelings. Let the avocado in." There will also be three radio spots centering on compulsive behaviors of avocado lovers in supermarkets. The spots will include 20-second tags that can be customized with such information as upcoming retailer promotions.
