BRIEFS

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A sampling of news items in the promotion marketing field.

Promotion Marketing Association of America is accepting entries for the 12th annual Reggie competition, marking the 10 best promotions of 1994. The Reggies will be awarded next March 14 at the PMAA's Update Conference in Chicago. Entries are due Dec. 29; for more information, call (212) 420-1100.

Kellogg USA has created an integrated sponsorship for its Rice Krispies cereal and MCA/Universal Home Video's "Adventures of Timmy the Tooth." A 90-second Rice Krispies spot will appear at the beginning of the three videocassettes, being released Jan. 31, and Kellogg will offer the videocassettes free with proofs-of-purchase. In return for the video sponsorship, the media department of Kellogg agency Leo Burnett USA, Chicago, marketed the shows to spot TV stations around the country; the five TV episodes are set to run in 75% of the country in January. Kellogg will support the promotion with tags on other Rice Krispies commercials, and with a free standing insert.

Nestle Beverage Co's Hills Bros. is now conducting a widespread sampling program on Chicago's highways at toll booths and other on-street locations. In doing so, Nestle is bucking the trend of most coffee marketers, which have been lying low on promotion and advertising after being burned by high bean prices. Cohen/Johnson, Los Angeles, designed the promotion and supporting radio commercials to help San Francisco-based Hills Bros. maintain its No. 1 coffee brand position in Chicago.

GTE Corp.'s Airfone next month launches the "Destination Calls" sweepstakes, offering a grand prize of a $15,000 trip for two anywhere in the world. Users of Airfone's in-flight phone service between Dec. 1 and Jan. 31, 1995 will be automatically entered; mail-in entry forms are also provided through in-flight promotional materials. The effort, coordinated in-house, is backed by in-flight magazine print ads via Huntington Advertising, Lisle, Ill.

Coca-Cola Co. and Tiger Electronics team this month on a joint holiday toy giveaway sweepstakes backed by a 30-second TV spot from Sosa, Bromley, Aguilar & Associates, San Antonio. The promotion runs through Dec. 9.

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