If Ardea Beverage has its way, grocery shoppers will be on the hunt next month for a can of soda that can be exchanged for a family vacation.
The company has partnered with The Walt Disney Co. in what’s being billed as a “magical” promotion surrounding the release of Disney’s “Enchanted.”
The Find the Magic Can game begins on Oct. 15.
Eight special cans of Airforce Nutrisoda, one for each flavor, will be hidden among 600,000 six-packs. Each can is gifted with the ability to send a family of four to a European castle adventure or on another adventure anywhere Northwest Airlines flies in the U.S.
Whether winners of the big prize or not, shoppers still get a chance to be rewarded for their purchase. On-pack codes direct consumers to www.nutrisoda.com where they can enter to win one of 1,000 pairs of tickets to the film.
And that’s not the only incentive.
“We’re a fairly new brand so this is a really big part of creating not just awareness, but also value in terms of the enchanted six-pack, which is priced to offer six cans for the price of four,” says Maile Buker, vice president of marketing and strategy for Ardea Beverage.
Large-scale displays with pole signs and some viral marketing will support the campaign. E-mail blasts will be sent to the company’s database of 10,000 subscribers via its monthly newsletter the Good Soda Times.
Nutrisoda, attractive to women ages 25 to 54, is a beverage enhanced with vitamins and minerals.
“We’re really targeting those women who are the “gate-keeper” shoppers for the family,” Buker says.
“Enchanted,” which opens Nov. 21, stars Patrick Dempsey, Amy Adams, Susan Sarandon and James Marsden. The story follows the journey of Princess Giselle as she is banished by an evil queen from her magical kingdom to the harshly contrasting streets of present-day Manhattan.
Find the Magic Can is one component of a larger marketing strategy that includes in-store marketing, sampling, guerrilla and some TV and radio ads.
Next up is a culinary contest where people will be asked to send in recipes that use Nutrisoda as an ingredient.
“We will also be looking to do more on the street level, especially as we push out onto the West Coast,” Buker says.
CAMPAIGN INDEX
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Agency: In-house
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Agency: LaunchPad Media
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Sweeps Administrator: ePrize
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Agency: In-house
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