Just Twist, and Skip Over to the Silver Screen

Brandweek, May 29, 2000 by T.L. Stanley

Nothing like a little instant gratification. At least, that's the prevailing attitude in convenience stores and among the consumers who patronize them, according to research by Tropicana.

Armed with that info, Tropicana Twister has aligned with The Properties Group's Movie Cash for an instant-win promotion dangling free movie passes. The under-the-label program will run for two months; 11 million labels get promo alerts in the first such effort around the brand's single-serve product. And for folks whose lottery tickets usually aren't winners either, Tropicana execs decided to give consumers a sure thing: Send in five losing Twister labels and get the Movie Cash anyway. Support includes radio ads and giveaways in 21 markets, remotes from movie theaters. "Because c-store customers have different purchasing behavior than grocery [customers], we tried to find something that would excite them at retail," said Peter Leahy, associate marketing manager of the immediate consumption division. The promo is part of a reinvigoration of the brand, which has new ads, per FCB, New York, and new packaging.

Program: Tropicana Twister Takes You to the Movies

Marketer: Tropicana Products, Bradenton, Fla.; The Properties Group, New York

Agency: MGR, Wilton, Conn.

Key Players: Tropicana: Peter Leahy, assoc mktg mgr; Beth Byron-Reasoner, dir; Laura Wiederholt, mktg mgr; Properties Group: Ed Hepner, dir-client svcs