Question: What was the best promotion by a major bran in 1998?
Pepsi's pop culture cap game stands out in mind. It delivers not only what marketers are after - instant gratification and incremental sales - but it did so with a fresh, modern, creative approach. The promotion delivers tiered incentives that make it fun for the consumer to play, and the probability to win greater.
- Christopher Ott, president, Ott Communications, Louisville, KY.
Nissan took a smart approach to market segmentation with the tie-in of Mercury Villager minivans and Rugrats cartoon characters. Parents are a key target for minivan sales, and Nissan chose to reach parents by tying in with characters that are hugely popular with kids. Villager advertising featured the characters months before [The Rugrats Movie] movie opened. When it did premiere, Villagers were on display in many theater lobbies.
- Rob Dhoble, president and chief operating officer, Rapp Collins Worldwide's Acuity HealthGroup, New York.
The Breath Savers Longest Kiss Challenge was the best tie-in brand positioning and usage that I saw. Longest kiss contests were held in malls in targeted areas across the U.S., and the event generated a lot of P.R. It built the brand character, tied-in with usage, and created a newsworthy event.
- Janet Grottalio, senior vp-program development, Co-Options, Inc., Darien, CT.
