COLUMBUS, Ohio --- For back-to-school season, Big Bear here helped consumers quench their thirst for knowledge.
ocal 7-Up bottler and the McGraw-Hill Learning Materials software division of New York based McGraw-Hill Cos.
Consumers received a free Fennel's Figure Math, Pony Express or Dr. Sulfer's software by purchasing two 12-packs of 7-Up, RC Cola, Diet Rite cola, Hawaiian Punch, Sunkist orange soda, A&W root beer or Sunny Delight and mailing in the proofs-of-purchase along with an entry form they received at Big Bear. The promotion was supported with mid-aisle displays, custom point-of-sale four-color posters and take-one pads.
"The purpose [of Quench Your Thirst for Knowledge] was to bring retail partners, such as Big Bear, together with McGraw-Hill and a soft drink company for visibility for the women ages 18 to 49 market," said David Tebay, president of Tebay Enterprises, the Dublin, Ohio-based advertising agency and public relations firm that coordinated the promotion.
"This promotion has been a great success," said Jim Zink, sales promotion manager at Brooks Beverage Management here, the local bottler of 7-Up, Royal Crown and the other soft drinks.
Big Bear tried to make sure the displays stood out in the stores so customers would notice them, said Karen Bennett, Big Bear's director of consumer affairs. Bennett added that Brooks Beverage Management created the promotion specifically for Big Bear.