ADVERTISING WATCH 1996-04-01

LONG L'EGGS AGENDA SET FOR OLYMPICS

roducts here has kicked off a busy schedule of activities for the Olympic Games in Atlanta that includes national broadcast advertising, consumer promotions and retailer incentives. The company will run a different event every month from spring through the July 19 commencement.

In late spring, a television ad campaign will spotlight two female competitors: Sherri Howard, a two-time track and field Olympian, and Stacy Oversier of the U.S. National Gymnastics Team.

Under the L'eggswear Sock Temporary Display promotion, consumers who mail in proofs-of-purchase of L'eggswear tights will receive a free pair of Olympic socks embroidered with the Olympic Rings.

By entering the L'eggs Sheer Energy Olympic Destinations Sweepstakes and filling out an entry form merchandised at point of purchase, consumers can win a trip to a past Olympic host city such as Paris or Rome.

L'eggs also will offer dinners, parties, gift bags and other incentives to "key" retailers with strong L'eggs sales in areas surrounding regional gymnastic competitions in Atlanta, Boston, Portland, Ore., and Fort Worth, Texas.

KODAK choosing FUN SPOTS

ROCHESTER, N.Y. -- Eastman Kodak here is serious about having fun.

A sponsor of the 1996 summer Olympic games in Atlanta, Kodak is launching the "Let the Serious Fun Begin" promotion.

Under the campaign, Atlanta residents will be asked to name the city's top 18 fun spots. The list will be featured in the 1996 Atlanta Serious Fun Pocket Guide. Sponsored by the Kodak Fun Saver One-Time Use Camera Group, the guide will be distributed throughout the city before and during the Olympic games.

The promotion will be publicized nationwide this spring in print and radio advertisements. Kodak has developed specially sleeved Fun Saver Pocket Daylight and Fun Saver Pocket Flash Cameras that feature an instantly redeemable on-pack coupon toward the purchase of a camera.

Participating retailers can obtain "Let the Serious Fun Begin" in-store display items, including 36-count wing and floor merchandisers and 10-count tube merchandisers.

LIPTON ADDS POWDER POWER

ENGLEWOOD CLIFFS, N.J. -- Thomas J. Lipton Co. here has introduced a line of powdered iced teas and adopted a new "brandmark." The moves dovetail with Lipton's aim to increase category sales, according to Russ Sherwood, vice president of marketing for Lipton's beverage division.

The company has created Lipton Natural Brew, a line of powdered iced teas that retails from $2.99 to $3.99. The line includes such flavors as tea and lemonade, tropical and raspberry in addition to diet and unsweetened teas.

The new brandmark will create a unified look for Lipton product graphics and packaging.

The products are being introduced through television advertising, in-store demonstration and sampling events and displays. In total, Lipton plans to spend $52 million on its marketing campaign this year -- up from $28 million last year.

POPEYE POPPING UP WITH -- SPINACH

DALLAS -- Because Popeye and spinach are synonymous, River Ranch Fresh Foods here is launching a new line of the branded vegetable, said Kurt Baxter, vice president of marketing for River Ranch.

River Ranch licensed the Popeye name and image from King Features Syndicate, which owns the property. Packages will feature the well-known cartoon character as the representative of the River Ranch brand.

A freestanding insert drop is scheduled for early this month for 10 yet-to-be determined markets, according to River Ranch. In-store merchandising will include shelf-talkers and coupons.

Items in the line include washed and trimmed spinach and a fresh spinach salad kit, complete with bacon dressing and croutons. The former is available in 6-ounce and 10-ounce bags, the latter in 10.5-ounce bags. Products under development include a baby spinach mix and several spinach salad mixes.

CRYSTAL SPRINGS IN OLYMPIC TWIST

ATLANTA -- Crystal Springs here is running an under-the-cap promotion through which consumers can win a three-day Olympic Games trip or Olympic Games merchandise.

"Twist for the Gold" is available on all 0.5-liter, 1-liter and 1.5-liter Crystal Spring PET packages. A gold and green Olympic-themed label adorns the bottles.

The promotion is being supported by radio advertising, point-of-sale displays and a freestanding insert dropping April 14, April 21 and April 28 in select Southern markets. Radio support is scheduled for selected markets beginning in May.