LIFESCAN PROMOTES ONETOUCH ULTRA
By Adnews Staff
LifeScan Canada Ltd. of Burnaby, BC is following up a direct-to-consumer advertising campaign for its OneTouch Ultra blood glucose monitoring system with two new contests. OneTouch Ultra users can test their blood glucose by obtaining a blood sample from an arm instead of a fingertip. The national campaign was created by Anderson DDB. In a television commercial, musician B.B. King sings and talks about how the OneTouch Ultra system is easier and less painful to use. King also appears in print executions. The first of two contests LifeScan is running this fall is a point of purchase program that will reward one consumer a lunch with B.B. King. The second contest is aimed at physicians. The prize is a trip to the 2003 American Diabetes Association meeting in New Orleans. Public relations for LifeScan are handled by Cohn & Wolfe.