SONY AND CADBURY RUSH INTO NEW PROMOTION
By Adnews Staff
Sony Music Canada and Cadbury's Beverages, both of Toronto, have teamed up for a new contest. Between May 8 and August 31, 10 million bottles of Cadbury's Crush and Lemonade beverages will be sealed with specially-marked caps. Consumers check under the caps to see if they have won a free 600-ml bottle of Crush or a "CrushRush" music CD produced and mixed by D.J. M.C. Mario. Consumers can also win the grand prize, one of three tips to Montreal to become a D.J. for a day on M.C. Mario's radio show "Mixdown". The winner will also be a VIP guest at M.C. Mario's all-ages club, Planet Master, and receive $1,000 in spending money. The contest will be supported with promotional packaging, radio advertising in select markets, in-store materials and online at <http://www.mcmario.com>. The radio spots were created in-house by Sony and the POP materials were created by Lampo Communications of Toronto for Cadbury. Packaging design for Cadbury Beverages is handled by Design Partners of Toronto.