SPRITE PROMOTION LETS WINNERS 'DO THEIR THING'
By Adnews Staff
A national bottle cap summer promotion from Sprite will give three winners "24 Hours To Do Your Thing." The promotion targets Sprite's core audience of 13- to 19-year-olds. As the grand prize, Sprite will arrange for the winners to do or have anything they want within a 24-hour period, up to an approximate retail value of $10,000. Until September 29 Sprite consumers can instantly win the prize by looking under the caps of specially-marked bottles and cases. "This promotion is very much about the grand-prize winners creating their own prizes, something reflecting their individual choices, their lifestyles, their dreams," said Tim Goudie, Sprite's brand manager. Winners are being encouraged to maximize both the money and time elements. Sprite will provide for the grand prize winners' selections, "as long as it is not immoral, illegal or impossible," said Goudie. The contest is being promoted with television and radio advertising, special packaging and in-store displays. Advertising, from New York-based Lowe, Lintas & Partners, is running in both English and French until the end of July. Sprite is a registered trademark of Coca-Cola Ltd.