CADBURY, DIABETES FOUNDATION, CMT BEGIN CONSUMER PROMOTION
By Adnews Staff
Cadbury Beverages, the Juvenile Diabetes Research Foundation and Country Music Television began a consumer promotion yesterday called "Stay Trim & Win with diet Canada Dry Ginger Ale." The winner of the contest will receive a trip for two to the Country Music Fan Fair in Nashville, TN. The contest is being promoted with a 30-second commercial on CMT featuring country music artist and JDRF spokesperson Beverley Mahood. A Web area has also been created at <http://www.cmtcanada.com>. The promotion will run in all provinces from Ontario westward until April 7. During that time a $0.10 donation will be made to the foundation for each 2L bottle and 12 pack of diet Canada Dry Ginger Ale sold. Also, consumers who purchase two 2L bottles or two 12-packs of Canada Dry will receive a free 2L bottle of diet Canada Dry Ginger Ale. The donation is being promoted in the CMT ad and on in-store materials. Separately, Mahood also appears a 30-second public service announcement for the foundation, also on CMT. Opticom Marketing Group of Oakville, ON developed and executed the promotion. CMT produced the ad and Web site. Lampo Communications of Toronto created the in-store materials.