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The Beer Store, Afexa conduct joint promotion

Ontario retail chain The Beer Store is conducting an in-store promotion called  "Catch the Game, Not a Cold." The initiative, which will run until Dec. 2, was developed by Bedrock Strategic Marketing Group of Oakville, ON. It is being conducted in association with health supplement company Afexa Life Sciences and features football player Matt Dunigan. The promotion includes in-store sampling of Afexa product Cold-FX as well as an online contest at <>, the winner of which will receive a home theatre package. Supporting materials include in-store posters and counter cards as well as radio and email communications. "The Beer Store is an ideal environment to showcase Cold-FX and to reach a highly desirable target market," said Steve Wallace, marketing vice-president at Afexa. "For more than six years Bedrock has been the key to accessing that environment and making the most of the opportunity with creative and compelling campaigns that are completely turn-key on our end. The numbers in past years have been outstanding and, with the heightened awareness of flu season in 2009, we are expecting to reach new heights this year."

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