Coors Brewing Co. will illuminate its beer packaging this holiday season with paper snowflakes embedded with flashing red lights. The promo gadgets, handled by the Integer Group, Lakewood, Colo., will be affixed to packaging by wholesalers and fit in with snowflake-festooned point-of-purchase materials that bear the legend, "Light up the season."
National Basketball Association has teamed up again with Warner-Lambert Co.'s Schick razors, naming Tim Duncan of the San Antonio Spurs as spokesman for its annual Schick Rookie Game promotion. Mr. Duncan will be featured in a variety of marketing programs, including chat sessions at www.schick.com and a free-standing insert dropping in February, prior to the Schick Rookie Game during NBA All-Star Game Weekend. Market Growth Resources, Wilton, Conn., handles the FSI; National Media Group, New York, handles Schick's sports marketing.
Lego Systems on Nov. 15 launches a major consumer promotion with Jack in the Box, in which it will distribute samples of its FreeStyle and preschool Primo toy building blocks with 2 million kids' meals. The promotion, which runs through Dec. 31, was handled in-house. Lego also kicked off a sampling program this fall targeting new mothers. In conjunction with American Baby, Lego will distribute 1 million samples of its Primo brand through hospitals and direct mail. Frankel & Co., Chicago, handles.
H.J. Heinz Co. launches its first-ever color-and-win essay contest on specially marked packages of 9 Lives cat food this fall. The contest invites kids to color a special holiday package featuring 9 Lives mascot Morris the Cat, including an essay of 50 words or less describing why kids would like to meet Morris. The winner will receive an expenses-paid trip to Chicago; the winning coloring entry will appear on the product's 1998 holiday packaging. Entries must be received by June 30. Libby Perszyk Kathman, Cincinnati, created the package design.
McDonald's Corp. teamed up with Walt Disney Co. for a school-based promotion tied to the Nov. 26 release of Disney's film "Flubber," aimed at stimulating innovation among first- through sixth-graders. More than 65,000 classrooms nationwide received curriculum for "McDonald's Presents the 1997 Flubber Awards: An Invention Contest for Kids," urging kids to write an essay or draw a picture describing their invention idea. The grand prize is a $5,000 McDonald's college scholarship and a family vacation to Disney's Epcot Center. The promotion was handled in-house.
Anheuser-Busch's Michelob Light sponsors the "Michelob Light One Million Dollar Challenge" hole-in-one event for 26 Ladies Professional Golf Association players on Nov. 19 at the Desert Inn Golf Course in Las Vegas. The competition has generated publicity throughout the LPGA season as each competitor qualified by getting the first hole-in-one at any LPGA event. The weekly prize was $1,000, carried over to the following week if there was no winner.
Smirnoff last month kicked off its second annual "Get Real Index" promotion, allowing consumers to cast votes for "America's most pretentious person," drawing from celebrities in sports, media and entertainment. Results will be announced in December, when Smirnoff will make a donation to the charity of the "winner's" choice. Last year's overall winner was Kathie Lee Gifford, followed closely by Dennis Rodman and Ted Turner. Consumers can enter via the Internet (www.smirnoff.com) or by mail; the contest is promoted on the Internet and via