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Neckhanger appeals to teens

A new on-pack promotion combines two things teens love: hair styling products and the popular television show "Dawson's Creek." Attached to the entire Dep line of styling products is a colorful neckhanger advertising the show's new Web site and a chance to win the title character's necklace, says Lisa Cogan, brand manager at Dep Corp., Rancho Dominguez, CA.
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FILED IN:  Applications  > Beverage  > Spirits
     

This joint promotion also carries over to the Web site where teens can enter the Dep virtual salon.

The neckhanger applied to about 1.5 million bottles comes in four different sizes all 12 pt. solid bleached sulfate supplied by Packaging Spectrum (Los Angeles CA). The converter prints the paperboard offset in four colors plus a UV coating. The neckhangers are applied manually at Dep's production facility in Rancho Dominguez at about 100 pieces/min Cogan says.

The nationwide promotion began March 15 and ended May 31.

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