Ocean Spray Cranberries is putting "major marketing muscle"
behind "under-the-crown" promotions -- prizes offered on the
underside of bottlecaps, according to Andrew Wallenstein in
ADVERTISING AGE. Specifically, Ocean Spray, together with the
NFL, plans an under-the-crown "Super Blitz II" to start in
September, in which one in twelve 16 oz. single-serve bottles
will award prizes that include Super Bowl tickets. This program
will capitalize on the success of last year's promotion, during
which single-serve sales jumped 50% among retailers. The '94
success led to a $4M two-year deal between Ocean Spray and the
NFL which will include "Super Blitz II" and a tentative "Super
Blitz III," where every purchase would win a prize. Among the
agencies handling the $8M promotion is Westport, CT-based Reach
Marketing. Ocean Spray has been an official NFL sponsor for 10
years, but this marks the first time the company has signed a
multi-year deal. Ocean Spray's two-year deal also includes
sponsorship of "Air-It-Out," a four-on-four flag football grass-
roots program. Ocean Spray Senior Dir for Corporate Sponsorships
Steve Phelps: "The key that has allowed Ocean Spray to become a
bigger sponsor has been its taking of its NFL sponsorship to its
single-serve bottles to reach young men" (ADVERTISING AGE, 6/19
issue).
PEPSI SPENDS BIG BUCKS ON SHAQ: Wallenstein also notes
that the latest Pepsi spot featuring Shaquille O'Neal's
"romp" through TV history was one of the most costly
commercials Pepsi has ever made because of the expense of
the rights to the classic TV clips, that according to David
Harner, Senior VP/Creative Dir of Pepsi's ad agency, BBDO
Worldwide in New York (ADVERTISING AGE, 6/19).
