BETHLEHEM, PA Candy maker Just Born Inc. is looking to serenade its 12- to-24-year-old core market with Music Madness, a nine-month promo starting April 1 that will reward more than three million prizes in conjunction with partner Atlantic Records. The program is the biggest ever for Just Born, says group product manager Matt Pye.
The effort will be promoted via 15 million boxes of Just Born’s Mike and Ike and Hot Tamales brands, with instant-win messages on the inside panels. The packages will also contain a mail-in card allowing consumers to enter a grand prize drawing for an appearance in a future music video by one of Atlantic’s leading artists.
Prizes include $2, $5, and $10 gift certificates from Music Cash, the retailer-neutral program operated by True North Communications’ The Properties Group. The certificates are honored at more than 10,000 outlets, including Musicland, Sam Goody, Wal-Mart, and Kmart.
Atlantic is offering up 15,000 copies of The Absolute Hits, a new compilation CD with tracks from such performers as Hootie & The Blowfish, Edwin McCain, and Sugar Ray. The record company is looking to brand The Absolute Hits as a series, and found Just Born’s target audience to fit perfectly with its own, says vp-marketing Lee Stimmel.
TV and print ads from Just Born and a direct-response TV spot from Atlantic will support the promo, as will shelf danglers, pallets, and other P-O-P displays that will allow entry into the grand prize sweeps. New York City-based Kobin Enterprises handles the promo.
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