EVENTS & PROMOTIONS: PROMO SPOTLIGHT: HIRAM WALKER SENDS B-52 ON MISSION TO TOUT KAHLUA

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Marketer: Hiram Walker & Sons, Southfield, Mich.

Effort: Kahlua B-52 promotion.

Agencies: I.D.8, Los Angeles, for creative; Vertical Marketing Network, Orange, Calif., for promotion execution.

Twist: On the heels of its largest-ever promotion in stores and bars this holiday season, Hiram Walker plans another big push next spring themed around the B-52 bomber. The promotion includes a sweepstakes to win 52 different prizes, plus premiums for retailers and on-premise distributors. Retailers will offer a special 750-milliliter Kahlua bottle packed with one of two customized music CDs; premiums offered on-premise include bomb-shape Kahlua glasses and propeller hats, even though the real B-52 bomber is a jet.

Vital statistics: The promotion begins in March and runs through May; consumers can enter through tear-off pads at retail and through mail-in coasters offered on-premise.

Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or

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