KRAFT TO ATTEMPT WORLD RECORD BANNER FLIGHT
By Adnews Staff
Kraft Canada will attempt to break the Guinness World Record for the longest flying banner this summer. The banner, which will advertise Kool-Aid Jammers and Ritz Bits Sandwichs, will be 180 feet long and 100 feet high. Sections of the banner are currently being taken to various Canadian cities for children to sign. The individual sections will be sewn together by hand over a period of six weeks. Children who sign the banner will receive a wristband bearing an ID number. Wristband recipients can submit these numbers at the Web site <http://www.bekool.ca> to enter a draw for a weekend trip to Toronto to fly in a chase helicopter during World Record attempt. Visitors to this site can also follow the progress of the banner. A sampling program for Kool-Aid Jammers and Ritz Bits Sandwich crackers is also being conducted. The concept for the Guinness World Record attempt came from Gencom Marketing Solutions. The sampling program is being conducted by Firefox Marketing Services. Public relations are being handled by Leslie Kaufman Marketing Communications. All of these firms are based in Toronto. The record attempt is part of the promotional activity for the introduction of Kool-Aid Jammers, which are single-serving foil pouches of Kool-Aid. Additional marketing will include national English and French television ads, print advertising in children's magazines, outdoor advertising and Web materials. The advertising was created by Ogilvy & Mather of Toronto. The Web component was handled by Big Orbit of Toronto.