Squirt Ties Into Video Release of "Alien Resurrection."

Marketers for Dr Pepper/Seven Up's Squirt soft drink took an alien approach to showcasing its special tie-in promotion with this summer's video release of "Alien Resurrection." The company sponsored an instant-win game and a mail-in rebate promotion keyed to the movie with the theme, "Kill Your Thirst Once And For All." The program, targeted to 18- to 24-year-olds, featured a variety of P-O-P materials."We've never done this type of promotion [with a sweepstakes and rebates] for Squirt before, and we thought this was a good time to try it," explains Mike Martin, director of corporate communications for the Plano, Texas-based beverage maker. The connection was an ideal tie-in for the drink, he says, with the video release coinciding with the company's summer campaign plans. "The demographics for Squirt and for people who buy science-fiction videos during the summer are nearly identical, so it's a perfect match for Squirt's goal."The program promotes a sweepstakes in which consumers can instantly win a home-theater package and other prizes, including a copy of the video. They also receive a $4 rebate by mail when they make qualifying purchases. Contest materials are provided in specially marked closures attached to 2-liter bottles of Squirt and Ruby Red Squirt or are inserted into 12-packs of both drinks.The program is supported in-store by a variety of P-O-P materials produced through Tarrant Printing Co., Dallas. They include customized store overlays with rebate tear pads, pole signs with tear pads, static clings and shelf talkers. All feature graphics showing the Alien monster along with the graphics from the movie's poster and the Squirt logo."Quenching your thirst is always a key message that we convey for our promotions, and this connection makes a good tie-in that's dramatic and keyed to our target audience," Martin says. The program, which is aimed at supermarkets and convenience stores, was distributed through local bottlers, with their staff aiding retail employees in putting up materials.

Squirt Ties Into Video Release of "Alien Resurrection."

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment