Sampling program roundup
By Adnews Staff
Vancouver-based beverage company Clearly Canadian has begun a sampling and sponsorship program with radio stations JackFM in Vancouver and The Fan590 in Toronto, both owned by Rogers Communications. During the eight-week initiative, which began on Aug. 18, samples of Clearly Canadian products will be distributed to passers-by at remote broadcasts. The brand will also receive on-air exposure. “This is a great opportunity for Clearly Canadian to increase brand exposure,” said Sonia Manson, marketing manager at Clearly Canadian. “Both JackFM and The Fan590 deliver to our target audience and with this program we intend to get our products into the hands of our consumers.”
Coca-Cola will conduct a sampling promotion at Dundas Square in downtown Toronto on Aug. 29 to introduce a new, as-yet unidentified “carbonated fusion beverage” aimed at adults. During the initiative, which will run from 2:30 to 5:30pm, body painters will paint 24 models to resemble the product’s bottle.
Consumer Impact Marketing of Toronto has begun a sampling program for Cadbury Adams to promote its Dentyne Ice chewing gum line. Branded vehicles are distributing samples of the gum in Toronto, Montreal, Quebec City, Vancouver and Calgary. Some of the vehicles also carry large inflatable gum pellets that emit fog intended to represent the “icy blast” of the product. Approximately 1.3 million samples will be distributed in the five cities between Aug. 9 and Dec. 23.