Association of America's Super Reggie award.
The Super Reggie is presented to the best of the 10 promotions receiving Reggie awards. The remaining 15 finalists will be honored with special recognition awards, a new honor in the Reggies' 14-year history.
A record 165 entries are vying for this year's prizes. Reggie winners are judged on originality, execution, results and brand-building ability.
Following are the 25 Reggie finalists and their promotional shops, in alphabetical order of marketer.
AT&T Corp.: "AT&T Centennial Olympic Promotion." Agency: Dugan Valva Contess, Morristown, N.J.
Binney & Smith: "The 100 Billionth Crayola Crayon." Agency: In-house.
Walt Disney Home Video: General Mills and McDonald's Corp., "'Aladdin and the King of Thieves' Direct-To-Video." Agency: Walt Disney Home Video, in-house.
California Lottery: "California Lottery Star Trek Scratchers Promotion." Agency: Alcone Marketing Group, Irvine, Calif.
Cartoon Network: "Space Ghost Coast to Coast 'Dark Side of the Ghost Planet.' " Agency: In-house.
Coca-Cola Co.: "Diet Coke Friends." Agency: Impact, Chicago.
Coca-Cola Co.: "Barq's Psychic Fish." Agency: Impact, Chicago
Comedy Central: "Indecision '96." Agency: In-house.
Dole Food Co.: "Muppet Treasure Island/Dole Bananas 'Treasures in the Aisles.' " Agency: Jim Henson Productions, New York.
First Alert: "First Alert Jr. Fire Inspector Program." Agency: Marketing Productions, Villa Park, Ill.
Scholastic Productions: Frito-Lay, Pepsi-Cola Co., Hershey Foods Corp., Taco Bell and Target Stores, "Goosebumps Promotion Halloween 1996." Agency: Scholastic, in-house.
Kraft Foods, Nickelodeon: "Kraft Kids Brands & Nickelodeon 1996 Back to School Promotion." Agency: Market Growth Resources, Wilton, Conn.
MasterCard International: "MasterCard International Euro '96 Sponsorship Program." Agency: Advantage International, London.
McDonald's Corp.: "Your Dalmatian Location."
Mistic Brands: "Mistic Pick Up 6 Game." Agency: Diamond Promotion Group, New York.
Pepsi-Cola Co.: "Pepsi Stuff." , Dallas.
Pepsi-Cola Co.: "Mug Bug." Agency: TLPartnership, Dallas.
Pepsi-Cola Co.: "Mountain Dew Extreme Network." Agency: TLPartnership, Dallas.
Pete's Brewing Co.: "Pete's Wicked Ale 'Letus Gamus Beginus.' " Agency: McCracken Brooks, Minneapolis.
Seagram Americas: "Absolut Au Kurant." Agency: The Idea Foundation, Norwalk, Conn.
Southwest Airlines: "Southwest Airlines 25th Anniversary." Agency: In-house.
Stroh Brewery Co.: "Stroh's The Three Stooges 'Hey, Fellas, Let's Stroh-a-Party.' " Agency: Flair Communications, Chicago.
Target Stores: " 'Lullaby Club' Baby Registry and Promotion." Agency: In-House.
TV Food Network: "TV Food Network Great American Picnic." Agency: Promotion Development Group, New York.