Premiums/ Incentives

Beginning this month, when consumers reach for one of Care Free's Big Packs, they will be getting more gum for their money. Planters Life-Savers, a division of Nabisco Foods Group, Parsippany, N.J., is expanding the size of Care Free Big Packs from the current 15-stick pack to 18 sticks.

Smith Corona Corp. has shipped new displays that offer a free prepaid phone card with purchase. The promotion will run through this year's holiday shopping season.

Keebler's 1994 holiday display promotes the new film "Miracle On 34th Street," and a toy giveaway promotion. The display will begin appearing in more than 7,500 stores next month.

K-Swiss Inc. is charting a new course.Famous for its D-ring lacing system, K-Swiss has been named the official footwear maker of America's Cup '95. Considered one of the most prestigious events in international sports, the sailing competition was last held in 1992.

While cross promotions are common, they typically involve simple coupon offers. Things are much more complicated when you try to co-pack a product with another brand.

Sampling and demonstration programs, such as Actmedia's Impact, provide an instant payback and get the products into consumers' hands.

October 1993

Ultima II has found a unique alternative to gift-with-purchase promotions, which, according to DeDe Yoder, vice president of training and special events for Ultima II, "erode business." She explains: "Some consumers shop just for [the gift-with-purchase promotions], and that's all they do.

Sargento shredded cheese is getting a big in-store push in underdeveloped markets during November and December, a time when the category is at its sales peak for the year.

Academy Display

Count Brachula is offering children a free trick-or-treat bag with the purchase of Brach's Pick-A-Mix candies.