THE CASE OF THE STOLEN ORANGE
By Adnews Staff
Mississauga, Ont.-based Tropicana is hot on the search for the missing orange. The company has launched its first ever consumer contest, which began last week and involves a national ad campaign as well as customer involvement. The contest surrounds the Tropicana orange-with-a-straw, four key suspects and the missing orange. Guided with specially designed promotional orange juice cartons, Web site promotion, TV Guide and television advertising, POS material, media relations and partnerships with Global Television, CJON, CKPR, ITV, and Calgary 7, customers are given clues to guess who stole the missing orange. The case/contest ends in mid-March, with winners being announced in April. Consumers can win prizes of $25,000, $15,000 and $10,000 for first, second and third place. PR for Tropicana is done by Strategic Communications of Toronto. Advertising for Tropicana's contest is handled by The Gilligan Group Inc., of Toronto.