IT MAY LOOK AND TASTE LIKE GUM, but it’s a vitamin. Radio Disney this month kicks off a promotion with Vitaball, a gumball which delivers 100% of RDA of 11 essential vitamins when chewed for five to 10 minutes a day. In 36 markets, including New York City and San Francisco through November, spots on Radio Disney will inform listeners of a CD offer and sweepstakes for a grand-prize trip for two to Orlando for a tour of Radio Disney studios. Two-hundred and fifty thousand packages of Bloomfield, CT-based Amerifit Nutrition’s Vitaball will carry sweeps entries and kids can mail-in their UPC to redeem a CD sampler with songs from Radio Disney artists Lil’ Romeo, Jump 5 and Play. P-O-P displays at Wal-Mart, Kmart, Walgreen’s and other retailers support. “The program is truly integrated and is one of the larger promotions we have done,” says Peggy Iafrate, Northeast regional director for Burbank, CA-based Walt Disney Co.’s Radio Disney.
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