Effort: "Pour It on With Boost & Paula Abdul."
Agency: PS Promotions, Chicago.
Twist: To reach fitness-minded women, Boost linked with singer and dancer Paula Abdul for an integrated retail sweepstakes promotion in which she will personally demonstrate Boost's high-energy benefits to winners. Sweepstakes prizes include a weekend getaway spa package, and a lunch or workout with Ms. Abdul. She also will lead two workouts for contest winners in each of 15 cities Oct. 4 to 28. Other prizes include personal training packages and autographed workout videos.
Vital statistics: A national in-store promotion begins today, with entry forms offered at supermarket and mass merchandisers nationwide backed by national spot radio advertising.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.