PRODUCTS & PROMOTIONS 2003-01-06

'Koool' Ad Blitz

-- Be Koool soft gel cooling sheets, produced by Kobayashi Healthcare here, recently broke a new advertising campaign announcing new packaging and improved efficacy for its Be Koool Kids line, which is used to treat fever or sunburn. The new television spots are supported by print ads carrying a dollar-off coupon in magazines like "Parents," "Parenting" and "Child." In-store support includes shelf-talkers in retailers like Walgreens and Kmart. The new ad campaign runs through February.

Picture Perfect

CAMBRIDGE, Mass. -- Polaroid here clicks with retailers and consumers with its new "Click Instantly" on-pack promotion this month, which includes point-of-purchase materials, package design elements, a contest, games and an online instant win sweepstakes, reported Ilze Greene, director, commercial marketing and vertical market sales. The specially marked packages include Polaroid 600 film and I-Zone sticker film. The "dark slide" of the film is transformed into a game piece when the film is delivered with a code number. That number provides access to the instant-win sweepstakes, where consumers are directed to a promotional Web site -- www.polaroid.com/clickinstantly -- to enter the sweepstakes and find out if they are winners. Grand-prize winners receive a choice between a Ford Mustang or a Ford Explorer Sport, while 2,500 first-place winners receive $100 gift certificates. The promotion runs until December 2004.

'Big Fat' Opportunity

NEW YORK -- The Feb. 11 release of the $215 million romantic comedy "My Big Fat Greek Wedding" will be supported by HBO Video here with its biggest marketing campaign to date, including extensive television and print advertising, point-of-purchase retail displays and promotions with florist FTD.com and Kay Jewelers. FTD.com will include a coupon offering $10 off FTD.com floral arrangements and specialty gifts in each VHS and DVD package of "My Big Fat Greek Wedding." The florist will also be sponsoring a movie-related sweepstakes starting this month, including a grand prize trip for two to Greece. Kay Jewelers also will sponsor a nationwide sweepstakes in nearly 700 retail locations offering consumers the chance to win a trip to Greece. "Our campaign will build upon the amazing response to the theatrical release and establish the movie as the first mega-video event of 2003," said Cynthia Rhea, senior vice president, marketing, HBO Video.