Romance-novel heart throb Fabio is cooking online—but not for long.
The spokesman for Unilever’s I Can’t Believe It’s Not Butter brand is central to its new Web site, Tasteyoulove.com. Site visitors can enter Fabio’s Kitchen of Love to get recipes, write “passionate poetry” with refrigerator magnets, send Fabio-Grams to friends, and, later this month, watch clips of Fabio’s April 27 appearance on The Guiding Light.
Fabio is also hosting Unilever’s search for its next spokesman. A “Hunk Search” sweeps asks consumers to vote for their favorite among four soap opera stars; the top vote-getter replaces Fabio as brand spokesman.
Each vote triggers an instant-win message and doubles as an entry into a daily drawing and a grand-prize drawing. Grand prize is a trip to the 2007 Daytime Emmy Awards and dinner with the winning hunk.
Instant-win prize packages (15 per day) include a recipe book, three heart-shaped cookie cutters, a signed Fabio picture and a coupon for one free I Can’t Believe It’s Not Butter spread or spray. Daily sweeps prizes (one per day) include a one-year subscription to Soap Opera Digest, a $40 FTD gift certificate, a $30 Godiva chocolates gift certificate and a coupon for one free I Can’t Believe It’s Not Butter spread or spray. The sweeps runs through May.
Byte Interactive, South Norwalk, CT, handles the site; Don Jagoda Associates, Melville, NY, handles the sweeps.
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