Effort: "No Nonsense Legwear's Take a Break" promotion.
Agency: Opus Event Marketing, Richmond, Va.
Twist: To boost sales of No Nonsense, Kayser-Roth launched a local grass-roots promotion in Atlanta this month designed to drive consumer traffic to key retailers. Making hand-to-hand contact with women at office parks, special events and supermarkets, a No Nonsense field marketing team hands out scratch-and-win game cards offering luxury prizes. The effort includes a giant mobile board that accompanies the marketing team.
Vital statistics: The promotion runs through November and includes an instant discount of 55 cents on all No Nonsense legwear at participating supermarkets including Winn-Dixie Stores and Kroger Co. A variety of sweepstakes prizes includes an expenses-paid trip for two to the Caribbean.
Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or