Between May 19 and August 31, consumers can win prizes at the Mississauga, Ontario company’s www.crushwinomatic.com 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.