CONSUMER CAMPAIGN FOR CANADA DRY AND AEROPLAN TAKES OFF
By Adnews Staff
Cadbury Beverages Canada Ltd. and Air Canada have teamed up for a consumer promotion in support of Cadbury's Canada Dry products and Air Canada's Aeroplan loyalty program. Running in Ontario, the "Fly with Canada Dry" contest appears on specially-marked packages of Canada Dry Ginger Ale, Diet Ginger Ale, Club Soda and Tonic Water. In addition to automatically winning a token for 25 Aeroplan miles with the purchase of 2L bottles or 12 and 24 packs of Canada Dry products, consumers can also win the grand prize of 500,000 Aeroplan Miles or one of five 50,000 Aeroplan miles packages to fly two people anywhere in Canada or the U.S. except for Hawaii. A promotional Web site at <http:www.flywithcanadadry.com> provides consumers with information on the history of Canada Dry, contest details, an online entry form and a Canada Dry screensaver. A random draw will determine the five sedondary winners. A game in which the player matches an image from a package with a pre-selected image will determine the grand prize winner. A radio campaign in 21 Ontario markets is supporting the contest, which runs until the end of September. The contest concept and radio advertising were created by The Marketing Store Worldwide. Working with TMSW on the creative development for the POS materials and promotional Web site was Lampo Communications. Both agencies are based in Toronto.