LaCroix Promo Wins Its Wings

LaCroix Naturally Sourced Sparkling Spring Water has seen its display activity jump dramatically during a recent 17-city "Win Your Wings" tie-in promotion with the "Wings" NBC television show. The promotion, supported by various in-store merchandising pieces, ended in. May in the last local markets."We've seen more display activity with this promotion than with anything we've run since we bought the brand" from G. Heileman Co. in November 1992, says Kathy Skinner, marketing consultant for the WinterBrook Beverage Group in Bellevue, Wash., owner of the brand. "The response has been very good." No firm numbers are available yet, she adds, owing to the extended run of the promotion, but "we've had a huge amount of ordering activity." She also credits the promotion for enabling the brand to add several new accounts, such as the Farmer Jack grocery chain in the Detroit area.The promotion offers one fan in each local market the grand prize of a walk-on part on a future episode of the show. First-prize winners in each market will attend a taping of the show. The promotion ran on a staggered basis in 17 markets nationwide, with each running three weeks. The merchandising materials include pole toppers, shelf talkers and take-one pads, with the campaign also sponsored in each city by a local radio or television station.Most of the markets ran the promotion in February to tie into sweeps month and company president Michael Skinner's walk-on appearance on the show on Feb. 24. The staggered schedule was designed to allow broadcast outlets to feature the promotion at their most opportune time, Kathy Skinner says. Cities included in the campaign were: Chicago, Cincinnati, Columbus, Cleveland, Detroit, Dayton, Omaha, Milwaukee, Minneapolis, Madison, Tampa, Orlando, Miami, Jacksonville, Philadelphia and Denver, where it finished its run.The pole topper features the "Wings" logo on a sky-and-clouds background. A list of sponsors, including Continental Airlines and the local broadcast outlet, are included along with the "Win Your Wings" slogan and the product photo. A blank circle provides space for pricing information to be added.The promotional pieces were created by Pacific Promotions of El Toro, Calif. "Our goal was to generate excitement and exposure for LaCroix and 'Wings' as well as build consumer awareness and increase sales," says Lori Courser, president of Pacific Promotions.The pieces were distributed primarily to grocery stores, but also were received by a few drug stores and c-stores that carry the brand.

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