LCBO BEGINS GROOVE-A-LICIOUS PROMOTION
By Adnews Staff
The LCBO began a new promotion called "Groove-a-licious" this week. The month-long initiative will promote approximately 60 coolers and cocktails, including 30 new products. The promotion is running in all 600 LCBO outlets in the province. Sampling programs will be accompanied by in-store materials using sixties-inspired images. A Web area at <http://www.lcbo.com> has also been created. The site groups products into various categories such as "Fruit-a-delic" and "Citrus Craze." A section called "Oh behave" contains responsible hosting advice. An online contest has also begun, the winner of which will receive a digital photography package. In addition, radio ads have been created by Gee, Jeffery and Partners of Toronto. A free-standing insert was distributed in newspapers last week. It was created by Mental Art of Toronto, which also handled the in-store materials. The Web work was done by Taxi of Toronto.