HAIR-RAISING MILK CONTEST?
k, where's your mustache?" campaign, by the Milk Processor Education Program here, is calling on consumers to don the now-familiar milk mustache and vie for a chance to be featured in a special upcoming ad.
The contest, kicked off last month in ads appearing in more than 24 national magazines, will feature entry forms in grocers' dairy cases or at Fujifilm photo centers. Fujifilm is co-sponsoring the campaign. Ads featuring such celebrities as director Spike Lee, supermodel Tyra Banks and Olympic gold medalist Kristi Yamaguchi have popularized the familiar childhood trick.
Grand prize winners will be chosen from the following categories: adult male, adult female, child (under 12) and group (two or more people).
MINUTE MAID ON HOLIDAY
HOUSTON -- Coca-Cola Foods here, maker of Minute Maid products, and Martha Stewart Living have teamed up for a joint promotion called "The Best of the Holidays."
Consumers who mail in 10 proofs of purchase from select Minute Maid, Five Alive or Bacardi Mixers fruit and juice drinks will receive a free copy of either "Martha Stewart Living Special Occasions" or "Martha Stewart Living Holidays" from the "Best of Martha Stewart Living" book series by Time Inc. Ventures, New York.
The promotion, launched this month and running through December, includes a national freestanding insert reaching 42 million consumers; in-store activities, including point-of-purchase displays and shelf talkers highlighting the offer, and radio spots. Promotional packaging offers tips from Martha Stewart.
MICHELOB SHARPENS IMAGE
ST. LOUIS -- Michelob, brewed by Anheuser-Busch here, is teaming up with The Sharper Image retail chain to spread some holiday cheer.
Consumers will find a minicatalog featuring 12 Sharper Image products on specially marked 12-packs of Michelob, Michelob Light and Michelob Dry. Shoppers will be able to order items like a Swiss Army watch, an electronic message manager and focus-free binoculars at discounted prices.
The "Gifts of the Season" promotion will be launched this month with a full-page advertisement in USA Today. The marketing effort will be supported by point-of-sale materials, including table tents, holiday countdown calendars, banners, bin displays, stickers and counter cards.
OSCAR MAYER AT THE HALF
MADISON, Wis. -- For the second straight year, Oscar Mayer here will sponsor the Super Bowl Halftime Show festivities during the National Football League's Super Bowl XXXI Jan. 26 at the Superdome in New Orleans.
Oscar Mayer, a 14-year NFL sponsor, will get naming rights to the TV show and be its sole national advertiser. The game will air on the Fox network. Last year, Oscar Mayer premiered a 60-second spot during the Halftime Show.
The Kraft-owned brand also will sponsor the NFL Experience, an interactive theme park set up at the Super Bowl; feature its Wienermobile on-site at the game; give out special Super Bowl wiener whistles and Oscar Mayer product samples; and, on the Halftime Show stage, hold the Jingle Bowl, in which area celebrities and past and present NFL players and coaches will be invited to sing the Oscar Mayer Wiener jingle or Bologna Song.
HOOPS AND HOPS
ST. LOUIS -- Budweiser and Bud Light, brewed by Anheuser-Busch here, have launched a major marketing campaign to tie-in with the 1996-97 basketball season.
The "Hoops Headquarters" promotion, featuring the logo "Catch the Games with Your Buds," will be highlighted by network and cable TV commercials during all 144 NBA games.
It also will include point-of-sale materials, posters, pennants, cooler stickers, basketball game schedules and prize giveaways. Retail accounts will be able to display team-specific or general NBA merchandise. The promotion is geared toward consumers 21 to 34 years old, the primary market that the brand targets, the company said.
KNOW YOUR POTATO
BOISE, Idaho -- The Idaho Potato Commission here has released an ad praising the ease supermarket shoppers have in choosing Idaho potatoes, telling viewers, "If it doesn't say Idaho, you just don't know."
The commercials, which began airing this fall on various cable television networks, take a lighthearted look at the confusion many consumers face when trying to pick out the best produce from the bunch. The ads tell consumers to look for the Idaho seal on the bags of potatoes.
The TV campaign will be complemented by a new consumer public relations effort, retail trade advertising, holiday promotions, merchandising and cross promotions