Ops, sorry if the post’s title sounds a little bit rude, but actually the news is really about P&G giving away a ringtone to promote its Tampax brand. As New Media Age (sub. req.) reports, Tampax is running an on-pack promotion driving girls to this website where they can create personalized ringtones and share them with other site visitors. The ringtone preview is free for everybody, but in order to download the tune visitors need to submit a unique code they can find on Tampax packs. Given the brand, the initiative is certainly unique, and I invite you to visit the site which is really well done. Of course, following the current trend, user generated content is at center of the stage, also with a competition which will assign Motorola phones to the most voted personal tunes.
In the UK Tropicana is running an on-pack loyalty promotion in association with British Airways, Classic FM and The Sunday Times. In August the juice brand will start giving away a BA Club Europe weekend break for two, to one of 31 different European countries. Consumers can already sign up for a chance to win visiting the Tropicana Breakfast Club site. A huge advertising campaign will support the competition (£12.3 million is the investment in branding for 2005). The Tropicana’s marketing ideas, as explained by the PepsiCo Trade Marketing Manager Nicky Seal, are to engage Tropicana’s drinkers, drive brand awareness and reinforce the juice number one positioning on the UK market.
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