CADBURY BEVERAGES HOLDS MOVIE PROMOTION
By Adnews Staff
Cadbury Beverages Canada will begin a promotion called "Go To the Movies with C'plus" today. The on-package promotion will involve approximately nine million C'plus products. Two contests will be held: a mail-in sweepstakes and an instant win component. Entry forms for the first contest will be included on the labels of participating C'plus products. The prize will be a trip for four to California. Consumers can instantly win movie passes and $5.00 concession stand vouchers by checking under the labels or caps of participating products. These prizes will be redeemable at approximately 200 participating theatres in Canada. The promotion will run until Dec. 31. It will be promoted with a 10-week radio campaign in Ontario and with trade displays and other in-store materials. The contest concept was developed by OptiCom Marketing of Oakville, ON, which also created supporting radio advertising. The in-store materials and a Web site at <http://www.cplusandamovie.com> were created by Lampo Communications of Toronto.