Effort: "Bacardi Rum Windjammer Sweepstakes."
Agencies: Columbian Advertising, Chicago, for promotion concept and execution; Zipatoni Co., St. Louis, for promotional TV and free-standing newspaper insert ads; Ammirati Puris Lintas, New York, for national TV advertising.
Twist: Bacardi makes consumers focus on its rich history by asking sweepstakes entrants to answer several trivia questions about the rum for a chance to win an expenses-paid trip for two aboard a Windjammer Barefoot Cruises ship. Answers for the sweepstakes, themed "For a Windjammin' party, just add Bacardi," are found on the label of every Bacardi bottle.
Vital statistics: Entry forms are available at the point of purchase and on Bacardi's new Web site (www.bacardi.com), which promotes the sweepstakes. Coca-Cola Co.'s Minute Maid Co. is simultaneously promoting Bacardi Mixers in a related POP sweepstakes themed "Find the ship, win the trip," offering parties on Windjammer ships.
The sweep-stakes began in May and runs through July, backed by TV and free-standing newspaper inserts.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address [email protected]