Pop Stars Make Sweet Music For Cadbury Adams Promotion
Popular recording artists Ryan Cabrera and Vanessa Carlton recently headlined a private concert at the Mondrian Hotel in Los Angeles, hosted by Swedish Fish, Sour Patch and Chiclets, for grand-prize winners of Cadbury Adams USA LLC’s “Sweeten Your Tone” sweepstakes. Winners were chosen from entries submitted through the brands’ official websites and through in-market radio promotions.
A few bars of a song from Carlton’s performance was converted into a unique cell phone ringtone for the audience.
The 21-year-old Cabrera, known for his guitar rock and lyrical angst, hit the top of the charts with the single “On the Way Down,” from his debut recording, “Take It All Away.” Critically acclaimed singer-songwriter Carlton performed songs from her latest release, “Harmonium,” featuring the hit single, “White Houses.”
“Sweeten Your Tone” events were held from mid-January through mid-March at malls in 10 major cities nationwide, including Los Angeles, New York, Chicago, Boston and Miami. High-tech “candy machines” dispensed ringtones to consumers who stopped by with a Swedish Fish, Sour Patch or Chiclets proof-of-purchase. The promotional program was created by Gold n Fish Marketing Group, Armonk, N.Y. Cadbury Adams USA LLC is headquartered in Parsippany, N.J.
Malibu Toys’ Finger Lites
Riding High with ‘Herbie’
The winner of Malibu Toys’ “Finger Lights Herbie: Fully Loaded Red Carpet Reporter Sweepstakes” will attend the film’s world premiere, where he or she will interview the film’s stars and write about the experience for Disney Adventures Magazine.
“Herbie: Fully Loaded,” starring Lindsay Lohan, Justin Long, Breckin Meyer, Matt Dillon and Michael Keaton, debuts June 24, 2005.
The grand prize includes airfare and a three-day, two-night trip for the winner, a guardian and two guests, who will also attend the premiere and Walt Disney Pictures’ VIP invitation-only after-party, plus a one-month supply of Finger Lites Light-Up Candy Rings. The premiere will be held between June 10 and 23 in a sponsor-selected city.
Malibu Toys supported the sweepstakes with a full-page, full-color advertisement in the April issue of Disney Adventures magazine and radio spots on Disney Radio’s national kids’ radio network. In addition, on-stage announcements by all-girl pop group The GEMZ during performances nationwide, including gigs in Miami and San Francisco, the distribution of flyers, as well as a comprehensive publicity program promoted the contest. Malibu Toys is based in Chatsworth, Calif.
Pelon Pelo Rico Makes Tracks
Pelon Pelo Rico graphics graced the No. 21 Chevrolet driven by Kevin Harvick in the inaugural NASCAR Busch Series race held recently in Mexico City. The spicy Pelon Pelo candy, acquired by Hershey Foods when it acquired Grupo Lorena in 2004, is one of Mexico’s leading brands.
Pelon Pelo, which roughly translates into English as “the guy with the yummy hair,” looks like hair coming out of a character’s head. Lorena makes spicy tamarind confections packed in “play-value” containers.
Hershey, based in Hershey, Pa., is introducing the brand to the U.S. Hispanic market.