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.
