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Labels propel Crush promotion

Specially labeled soft drink bottles are playing an integral role in an Internet-based promotional contest for Canadian consumers of Crush carbonated soft drinks marketed by Cadbury Beverages Canada.
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Between May 19 and August 31 consumers can win prizes at the Mississauga Ontario company’s Web site.

To win a CD jukebox bikes lamps or scooters consumers purchase a specially labeled 600-mL 710-mL (in six-packs) or 2-L PET bottles of Orange Crush Cream Soda Grape or Lime Crush.

“The gateway to fun is clearly the label” says Cadbury marketing manager Peter Nicov. “The label provides on-the-shelf presence for the contest. One of every eight labels is marked as an instant winner that consumers can redeem for a free 600-mL bottle of Crush. Finally each label includes a unique Personal Identification Number which consumers use to access three Crush on-line games to win daily prizes download a coupon or refer friends to the contest site. Each PIN entry automatically enters consumers into the grand-prize drawing.”

The labels were flexo-printed in six colors by Sonoco. That’s done at its Winnipeg Manitoba Canada flexible packaging plant. Flexo printing is done on the outside of the 1.7-mil polypropylene-based label while ink-jet coding is used on the inside surface with the instant win information PIN codes and contest rules. Label copy is printed in English and French on both sides.

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