NEW YORK -- Consumer packaged goods firms are adapting to consumers' busy lifestyles with travel and leisure marketing programs designed to get their brands into the hands of people who are on-the-go.
Nabisco, now part of Philip Morris' Kraft Foods subsidiary, Northfield, Ill., just wrapped up a two-month airline promotion, while Adams, the confectionary arm of Pfizer's Warner-Lambert Consumer Group here is running a service-station program, said Richard Bogash, managing director of Sky Marketing, a marketing agency based out of LaGuardia Airport here. Sky creates airline, car rental, cruise line, travel agency and restaurant sampling programs.
"We're living in a mobile society," Bogash said. "[Manufacturers] have to go where consumers are, whether they're a cruise, in a gas station or at a restaurant."
Under the Nabisco program, passengers on about eight different airlines were given samples of three new LifeSavers' Creme Savers hard candy varieties.
Passengers could vote on which variety should become a permanent addition to the Creme Savers family. Everyone who voted was entered into a contest to win a vacation. Contestants could enter by mailing in an entry form.
Adams, meanwhile, is reaching car travelers. All customers who make a purchase at an Exxon convenience store get a free sample of Dentyne Ice Arctic Chill Gum, a new flavor. The program began in April and runs through this month.
