Effort: Dr. Scholl's Do Right by Your Feet Van Tour.
Agency: USM&P, Palos Verdes, Calif.
Twist: To dem-onstrate its growing array of foot health products, Dr. Scholl's launched its first-ever tour visiting high-traffic locations in major cities with two "mobile footcare centers." The pair of vans offered free product samples and demonstrations for 11 different Dr. Scholl's products. Featured products included shoe insoles, inserts and remedies for corns, calluses, athlete's foot and foot odor, among other foot problems. In most of the cities, independent podiatrists gave free foot examinations and general foot advice, resulting in significant local publicity. A sweepstakes to win a spa trip for two was included in this year's tour.
Vital statistics: The tour visited 22 cities between April and August. Dr. Scholl's hits the road again this winter, heading to 36 cities between February and September.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or