We created the umbrella theme – “Lighten Up Your Day!” – to support the advertising claim ‘light-tasting refreshment’ and executed both national and local campaigns. The national awareness program included comprehensive outreach to print and broadcast outlets, a consumer tips booklet, a media tour with an expert spokesperson and audio news releases tailored for African-American and Hispanic radio stations.
In five individual markets to reach both general and ethnic consumers, we identified a promotional opportunity with widespread appeal: local sponsorship of Sesame Street Live, the touring arena show featuring the popular Sesame Street characters. The campaign included exit product sampling at the show venue, radio advertising, a ‘neck hanger’ promotion in retail food chains, a radio promotion offering tickets to the show, a pre-show cookies and juice party for radio promotion winners and a special event benefiting a local community center. Each of the markets posted a measurable sales increase compared to the same promotional period a year earlier.