ToyMax, marketer of Creepy Crawlers and Laser Challenge toys, has joined forces with Farley Candy Co. for a promotion offering kids a limited-edition Laser Challenge holster with one proof-of-purchase for Farley's Creepy Crawlers Fruits Snacks plus $2. The promotion, created in-house, begins in June and continues through August.
Fruit of the Loom and Blockbuster Entertainment Group have teamed up for two huge music events: Fruit of the Loom's CountryFest '97 (June 14) and Blockbuster's RockFest '97 (June 21), both at the Texas Motor Speedway in Fort Worth. Tickets can be obtained at participating Fruit of the Loom retail outlets and at Blockbuster video and music stores.
Land O'Lakes launches the "America's Best Kept Flavor Secret" essay contest this month, inviting consumers to compete by submitting 120-word essays revealing secret family recipes. The effort supports Land O' Lakes' "Butter 120 Flavor Phenomenon" publicity effort touting 120 flavors contained in natural butter. One grand prize winner will receive a dream dinner party for up to 120 people at any restaurant; contest entry deadline is June 2. Shandwick USA, Minneapolis, handles the publicity-driven effort.
Mistic Beverage Co. launches the "Mistic Color Caps" promotion this week. Consumers can win one day of National Basketball Association star Dennis Rodman's salary by opening one lucky bottle of Mistic drinks. Targeting teens and young adults, the promotion is backed by point-of-purchase displays in supermarkets and convenience stores, and national spot TV. Diamond Promotion Group, New York, handles.
Anheuser-Busch's Michelob Light brand this month announced its sponsorship of the LPGA Tour's "Million Dollar Challenge," offering one tour player $1 million. The winnings go to one player who makes a hole-in-one shot at the ITT LPGA Tour Championship to be held Nov. 20 to 23 in Las Vegas.
Jazzercise inked a deal with Mead Johnson Nutritional's Boost drink for a yearlong co-promotion including $5 off the purchase of a "Simply Jazzercise" video with a Boost purchase. Jazzercise will distribute 900,000 coupons in Jazzercise classes throughout the U.S. this year; the promotion is backed by a print ad campaign in fitness magazines. The effort is handled in-house.
Duracell signed on as associate sponsor of the Newman/Haas Racing team for the 1997 PPG Championship Auto Racing Teams Series. The team includes drivers Michael Andretti and Christian Fittipaldi.
Botsford Group, Atlanta, recently was named promotion agency of record for Chiquita Banana North America, supporting national, regional and account-specific promotions in the U.S. and Canada.
BellSouth Corp. signed a three-year sponsorship deal with Major League Baseball's Atlanta Braves. Separately, Eastman Kodak Co. completed a multimillion-dollar, three-year partnership agreement with Turner Broadcasting Sales for signage, interactive kiosks and media exposure at the Braves' Turner Field.