RC Cola/Triarc Highlights Little League Sponsorship with Floor Cling

Marketers at RC Cola/Triarc Beverages Inc. hoped to hit a home run this summer when they used a floor graphics network to promote the company's sponsorship of Little League Baseball and a campaign for consumers to earn free baseball equipment. The program, which kicked off in mid-June, tied into the Floorgraphics network of supermarkets nationwide that use Floorads graphics.The program featured four different items available with proofs-of-purchase: a baseball, an aluminum bat, a 60th Anniversary Little League pin, and a pair of batting gloves. To showcase these pieces, the company produced floor graphics showing each of the offers at a different base, with a "Little League" graphic at the pitcher's mound. The five pieces were then positioned to replicate a baseball diamond, tying all the components together.The program ran in 1,000 key markets nationwide in the network of retailers assembled by Floorgraphics. The Princeton, N.J.-based company works with retailers to place and maintain the graphics, eliminating the need for marketers to contact each retail chain directly."We wanted to communicate in a rather unique way about our on-pack promotion," explains Scott Munz, media director for the White Plains, N.Y.-based RC Cola/Triarc Beverages. "We wanted to create an overall theme but then provide a one-to-one correspondence that showcased each item in the campaign. Our target audience is primarily parents, but by using these colorful floor graphics, we will be closer to a child's level and naturally become more visible."Munz notes that while he has used a variety of in-store media in the past, this marked the company's first foray into floor graphics. "This is the first time a sales operation had it together to offer a full program," he explains. "I've wanted to pursue these graphics for some time, but it was always a difficult jungle to navigate. Now that there's a central source selling them, it makes it more feasible."The in-store graphics were supported by local TV ads in key markets plus in-store radio promotions. "I try to use two types of in-store media together to provide reinforcement and hit the consumers from two angles," Munz explains. The radio spots are short and run more frequently than typical in-store ads, he notes. "I aim to drive frequency as much as possible." Packaging for both RC Cola cans and two-liter bottles also spotlight the promotion.The program is being followed in August by a second Little League-themed campaign, using the slogan, "Road to Williamsport," to highlight the League's playoff competition. Whether that one will feature floor graphics remained up in the air at press time. "I'm testing different media now to find what's most effective," Munz says. "I'll decide how best to approach that program once I see some of the numbers I'm getting on this one."

RC Cola/Triarc Highlights Little League Sponsorship with Floor Cling

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