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| Sweeps turns sweets into game pieces |
Kraft Foods touts Lifesavers’ “true flavor” in a sweepstakes that uses the candy itself as game pieces.
The Find the True Flavor Shape sweeps centers on Cherry and Wint O Green Lifesavers: Consumer who find a Lifesaver shaped like a cherry or snowflake win cash, up to the grand-prize $10,000. (Smaller prizes are $5,000 and $500.)
Sister brand Oreos has run several sweeps that print winning messages on the cookies. This is the first time Lifesavers has adopted the tactic.
Print ads and FSIs support the sweeps, which runs through July 29. FSIs carry a $1 off coupon for Lifesavers bags, and send readers online to register to win a cherry-shaped candy dish (one awarded each day, through July 31).
The sweeps ties into Lifesavers’ “True Flavor” ad campaign that touts the carb-free candies’ flavor.
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