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McDonald's Corp. this month features a Happy Meal based on the children's book series, "The Busy World of Richard Scarry." The promotion includes a $10 rebate for Showtime, which carries an animated Richard Scarry program. Frankel & Co., Chicago, created the promotion; Leo Burnett USA supplied a supporting 30-second spot.

Hinckley & Schmitt has been named official bottled water of Universal Studios' theme parks in Hollywood and Orlando. The multiyear deal includes exclusive category rights for bottled water products sold at all retail outlets, restaurants and events at the parks. The agreement also calls for Hinckley & Schmitt to co-sponsor three events each year, including opportunities to showcase its logo and distribute product samples, coupons and marketing materials.

Heublein last week unveiled a 27-foot sculpture in West Hollywood, Calif., created by Mexican artist Jazzamorart and sponsored by its Cuervo 1800 superpremium tequila. The "Unity" sculpture benefits AIDS service organizations through the sale of plaza tiles. Ryan Partnership, Westport, Conn., coordinated; a local print ad campaign supports, created by Grybauskas Beatrice, New York.

Visa USA this month begins a major National Football League sponsorship in partnership with Foot Locker and Sports Illustrated, culminating in a sweepstakes offering one grand prize winner a free trip for two to Super Bowl XXX. Additional prizes include 10 Super Bowl watches and 50 Super Bowl footballs provided by Wilson Sporting Goods. Entry forms will be distributed at 1,300 Foot Locker stores nationwide, where purchases of $50 or more using Visa cards will earn customers a free Super Bowl XXX poster created by Sports Illustrated. The promotion goes through yearend.

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