The folks at Archway Paperbacks and Minstrel Books must have decided that books and milk were interchangeable products when they put together their new promotional campaign. And hey, if a simple but humorous ad campaign can help revive milk as a popular beverage choice, why should it not do the same for another traditional item with lingering popularity?
The new "Got Books?" campaign, which deliberately plays off the enormous success of the "Got Milk?" ads, promotes the company's Pocket Books collection, whose characters include various popular names, such as "Sabrina, the Teenage Witch," based on a hit ABC-TV show, and Stephanie and Michelle of "Full House."
The fourth in a string of annual summer promotions, Archway's campaign features a 54-copy display case with a picture of a boy with a "book mustache" instead of a milk mustache and the strangely familiar caption "Got Books?" Some 14,000 displays were shipped out to supermarkets and other food retailers. The promotion will run through September.
ON THE MILLER TRAIL
MILWAUKEE -- And you thought scratch 'n sniff was only good for your kid's sticker collections.
Miller Lite here is unveiling a scratch 'n sniff promotion that gives consumers the chance to win one of 1 million prizes, including a trip for two to the Sports Illustrated swimsuit edition photo shoots and "ESPN The Magazine" fantasy passes to an All-Star game. Other prizes include trips for two to an AVP volleyball game, a trip to Mardi Gras in New Orleans, a vacation in Barbados, trips to events and sports games, and promotional merchandise.
Where legal, scratch 'n sniff labels will be placed under the plastic lids of specially marked 12-, 15-, 18-, 24- and 30-packs of Miller Lite. Roughly one in every 10 packs will have a can with a scratch 'n sniff lid, one in three of which will be a winner. There are 17 prize-winning smells, including suntan oil, menthol rub, pizza and honey. The 10 non-winning smells include bacon and watermelon.
Scratch 'n sniff packs will be available in supermarkets, convenience stores, drug stores, liquor stores and other off-premise retail outlets. Game card and bottle stickers will be available, where legal. The promotion will be supported with television, print and radio advertising.
TYSON HAS A MOUTHFUL
SPRINGDALE, Ark. -- "We are putting Tyson in the mouths of everyone in America, both literally and figuratively," said Jeff Sandore, vice president of retail marketing for the company, describing Tyson's new promotional campaign.
Titled, "No Question What's for Dinner," the campaign targets what the company affectionately calls the Kitchen Executive Officer, that person making the food decisions in every family.
The promotion includes television and radio spots, as well as an extensive print campaign. The print ads superimpose the Tyson logo into the mouths of people in real-life photos, creating the illusion that they are eating the red and white logo. The ads will run in 36 different publications, containing recipes and meal ideas, including Good Housekeeping, Woman's Day and Parenting. Tyson, based here, expects to generate more than 1 billion impressions in print and broadcast.
MILK ON THE MOON
NEW YORK -- The Milk Processor Education Program here will be the sole sponsor of Life magazine's collector's edition reprint of its August 1969 issue, "To the Moon and Back."
The issue will be offered free to consumers who buy 2 gallons of milk. Display cases with the issue will be placed in dairy sections, at checkout counters and at entrances of stores nationwide.
The release of the special-edition issue coincides with the current HBO miniseries, "From the Earth to the Moon," which MilkPEP will make available to consumers through a specially priced mail-in offer. MilkPEP is also the sole sponsor of Life's space-themed Web site.
MORE THAN BEER DOWN UNDER
MONTEREY, Calif. -- Lindemans Wines of Australia, Australia's oldest continuous producing winery, is launching a new ad campaign that is inspired by the personal stories of its workers.
The campaign, called "The Wine Is Everything," features personal vignettes from a vineyard manager, a winemaker and a winery manager about making Lindemans Bin 65 Chardonnay, one of Australia's best-selling wines.
Full-page, color print ads will appear in consumer magazines such as Bon Appetit, Food & Wine, Gourmet, Martha Stewart Living and Travel & Leisure. The ads will also appear in wine publications such as Wine Enthusiast, Wine & Spirits and Wine Spectator.
Radio ads, 60 seconds in length, are also part of the campaign and are slated for the Boston, Detroit and Phoenix markets. Additional markets will be added in the fall.