PepsiCo's Bradenton, FL-based Tropicana unit last week inked a national sponsorship of Burbank, CA-based Walt Disney Co.'s road tour of "The Lion King." The orange juice brand will activate with a national sweepstakes on 64-ounce cartons of Pure Premium Blend that dangles 25 trips for four to see the tour, which launches in April. Retail partners in each tour market will host brunches with the cast
Advertisement
PepsiCo's Bradenton, FL-based Tropicana unit last week inked a national sponsorship of Burbank, CA-based Walt Disney Co.'s road tour of "The Lion King."
The orange juice brand will activate with a national sweepstakes on 64-ounce cartons of Pure Premium Blend that dangles 25 trips for four to see the tour, which launches in April. Retail partners in each tour market will host brunches with the cast and give away backstage passes. Tropicana will also go guerrilla by serving breakfast to the crowds expected to lineup on the first day of ticket sales in each city.
Stamford, CT-based J. Brown/LMC Group handles the retail components, Chicago-based Frankel the sweepstakes.
