CANADA PURE BEVERAGES BEGINS SUMMER MARKETING ACTIVITIES
By Adnews Staff
Canada Pure Beverages has begun a new advertising campaign, a consumer contest and a sampling program. The Toronto-based company's advertising campaign features a fictitious band called "The Sparkle Up Club." The radio advertising makes use of a 30-second version of the "Sparkle Up" theme song. It began running on Toronto atation EZ Rock 97.3 FM yesterday. The campaign also includes a consumer contest with Via Rail which will be promoted on-air, online and at a sampling program that will run through the summer. New product packaging and a re-designed Web site also feature the band. Approximately 30,000 copies of a "Sparkle Up Club CD" will also be distributed in cases of Canada Pure in the Greater Toronto Area and southern Ontario. Say What Communications and Hayden Communications created the packaging and Web site. The CD and radio ad were created by Boom Sonic Branding.