The wrap being applied by Mott's is the Xtenda-cone(TM) from Chaucer Press (Duryea, PA). It's an 8-pt coated-one-side paper printed offset in four colors. On the inside are printed contest details. Also inside is a cents-off coupon that consumers remove by tearing along a perforated line. The Xtenda-cone units come fully formed and nested. Mott's applies them by hand. According to a Mott's spokesman, the special promotion-featuring French Stewart of "3rd Rock from the Sun" fame-is scheduled to run for about six weeks. "It's part of an overall program to generate awareness of and enthusiasm for the brand," the spokesman adds.
Neck wrap promotes brand awareness
This month Cadbury Schweppes' Mott's USA unit in Stamford, CT, launches an aggressive campaign to promote its Clamato brand beverage. A national joke contest is part of the promotion, and a neck wrap on 32-oz polyethylene terephthalate bottles will help promote it.