Sweepstakes Sweetens CNS Breathe Right Nasal Strips Campaign

CNS Inc. used professional football player Jerry Rice and a Super Bowl sweepstakes to generate excitement for the first promotion of its Breathe Right nasal strips during the combined cough/cold and football seasons. "Jerry Rice not only uses the strips during his athletic activities but also due to his nasal congestion, so he makes the perfect spokesman for us this time of year," explains Kirk Hodgdon, vice president of consumer marketing for the Bloomington, Minn.-based company.The basic P-O-P program, with graphics supplied by ABZ Inc., Minneapolis, consists of a 3-foot poster showing a full-figure photo of Rice, a Pro Bowl wide receiver for the San Francisco 49ers. The poster touts the sweepstakes, which includes a trip for four to the 1997 Super Bowl in New Orleans, and an offer for a life-size poster of Rice. Tear pads with rail clips accompany the posters.An 11-inch-by-17-inch folded brochure describes the materials and benefits to retailers and was used to hold the smaller poster and tear pads. This package was sent to 65,000 pharmacists nationwide. The mailing included a return card with which interested retailers could receive a free copy of the life-size poster for display purposes. Several weeks before the promotion began, more than 6,000 cards had been returned.A similar response was received for a separate P-O-P mailing sent to sporting goods stores. It featured the brochure and offered a mail-back card that retailers used to order the P-O-P materials. Again, two weeks prior to the launch, more than 15,000 cards were received.A final approach included the sweepstakes offer and tear pads with displays shipped during this period. Created by Reynolds Guyer Designers Inc., St. Paul, Minn., the corrugated unit holds 60 boxes of Breathe Right product and features a customized header that includes a tear pad and information on the sweepstakes. It began shipping in late September."Our goal was to provide a variety of P-O-P components to meet any retailer's restrictions," Hodgdon says.

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