Coors Brewing Co.'s Coors Light brand is getting behind baseball this spring with a consumer sweepstakes and promotion in which one lucky fan will get the chance to hit a ball out of the park for $10 million. The "Go With All-Star Nolan Ryan to Summer's Biggest Game" promotion begins April 1, inviting consumers to enter the sweepstakes in which five consumers will win an expenses-paid trip to the 1998 All-Star Game at Coors Field in Denver, where they will sit in a luxury box with Major League Baseball stars Nolan Ryan, Hank Aaron and Tony Perez. One of the five will be randomly chosen to try to hit a ball out of the park for the $10 million. The promotion targets mainstream and Hispanic consumers with point-of-purchase materials and on-premise merchandise. Integer, Denver, is Coors' promotion agency.
Swiss Army Brand Ltd. plans a promotional blitz beginning July 1 for its new line of Swiss Army sunglasses, coinciding with the release of Touchstone Pictures' film "Armageddon," which stars Bruce Willis and Billy Bob Thornton. The actors will be wearing "remote controlled" Swiss Army-styled sunglasses in the film. Details of the promotion have not been finalized, but will likely include a discount on the $42.50 specs.