AVEENO SPONSORS SNOWFEST TOUR
By Adnews Staff
Johnson & Johnson will sponsor the 2004 Snowfest Tour in the name of the Aveeno Body Care product line. The tour will visit 16 skiing locations nationally. It will run until April 3. Johnson & Johnson will seek to reach females 25 to 45 years-of-age with an Aveeno-branded tent housing product trials and distribution. Aveeno promotional workers will be present at each tour stop. The brand will also be promoted with print and online advertising, logo inclusion on Snowfest Tour signage and literature, contests, market surveys and participation in the party held at the end of each event. The sponsorship agreement was negotiated by Toronto-based TrojanOne, which also handled program consultation and evaluation, as well as training for the Johnson & Johnson's on-site staff.