SUN-RYPE UP TO THE CHALLENGE
By Adnews Staff
Sun-Rype Products Ltd. of Kelowna, B.C. is giving active kids a challenge with the launch of its new grass roots event marketing program. The "Sun-Rype Active Kid Challenge" is part of the food and beverage company's integrated consumer communication campaign originally launched last fall. The campaign is based on the premise that today's kids are active and they need replenishment. The "Sun-Rype Active Kid Challenge" offers children and their parents an interactive experience and features a 50' inflatable obstacle course, participation certificates, product sampling, couponing and prize giveaways. The marketing program launched yesterday and runs until September 3, 2000 at over 250 community-based family events from British Columbia to Ontario. The Active Kid Challenge is the latest addition to the consumer communications campaign that also includes advertising, a special Web site at <http://www.activekid.com> and public relations support. Advertising for Sun-Rype is done by Palmer Jarvis DDB of Vancouver.