Genesee Brewing Co., Rochester, NY, is rolling out a Tough Stuff Sweepstakes in its primary markets of New York, Pennsylvania, and Ohio.
Running through July 7, the sweeps offers a prize pool geared toward the outdoor enthusiast, including a grand-prize GMC Sierra truck, five first-place prizes of adventure vacations in Lake Placid, NY, and 1,000 second-place prizes of $25 L.L. Bean gift certificates. P-O-P materials feature world-champion lumberjack Dave Jewett, who will make personal appearances. Interpublic’s Jay Advertising, Rochester, NY, handles.
Genesee overhauled marketing efforts this year by upgrading its logo and packaging, creating new radio, outdoor, and P-O-P, and commissioning a new theme song.
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