Quaker Oats Co. will spend $40 million in a three-month promotional push beginning later this month aimed at getting Snapple Beverages' products into the hands of "every man, woman and child" in the country. The company said the program will be one of the most comprehensive and concentrated sampling and marketing initiatives in beverage industry history. Quaker is sending out a squad of Snapple
samplers around the country to parks, beaches, office buildings and Little League games. An 800 number for a free sample will be blitzed in a network and TV advertising campaign, radio ads and promotions, outdoor, point-of-sale, Internet postings and other venues. The promotion is the first effort from Foote, Cone & Belding, Chicago, which replaced Kirshenbaum & Bond, New York, last month.