Summer is Hot Time for C-store Supplier Promotions

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Summer is Hot Time for C-store Supplier Promotions


JERSEY CITY, N.J -- It must be the start of the summer season because manufacturer promotions are coming to convenience stores fast and furiously.

Among the new supplier sweepstakes and promos hitting the channel are:

MillerCoors -- This summer's Miller Lite Taste Points promotion gives fans of legal drinking age the chance to win an assortment of soccer-related prizes, including a VIP trip for four to the Gold Cup final game.

"We're thrilled to be able to offer soccer fans unprecedented access to the Gold Cup," said Al Patel, senior director of multicultural marketing at MillerCoors.

Consumers must text an official code, found on specially marked packages, as well as their date of birth, to 80153 in order to receive their Taste Points. They can then combine their points with their friends' to enter for a chance to win prizes. Fans also will be eligible for discounts of up to 20 percent off Gold Cup tickets through in-store promotions featuring mail-in rebates in certain markets.

The brand will be on-site at games recruiting fans to sign up to be a designated driver, furthering the MillerCoors campaign to recruit one million fans to pledge to drink responsibly and always designate a driver or take a taxi when necessary. Off the field, the Gold Cup will be featured prominently in advertising, and on packaging and point-of-sale materials.

The company will create limited-edition commemorative cans and a related television spot to celebrate its role in the tournament. Gold Cup games are being played June 5 through June 25.

Miller Lite is the official U.S. beer sponsor of the Chivas de Guadalajara, the premier team in Mexico's Primera Division.

7UP -- Joining forces with Marvel Studios, 7UP launched the "Rev Up with 7UP and Captain America" sweepstakes. Fans can release their "inner super hero" and visit for a chance to win one of 13 Harley Davidson motorcycles, which will be given away throughout the summer.

7UP is a sponsor of the highly anticipated "Captain America: The First Avenger" which opens nationwide July 22.

"Through the 'Rev Up with 7UP and Captain America' sweepstakes, we'll give our fans the chance to win a Harley-Davidson Sportster Forty-Eight motorcycle, inspired by the film, 'Captain America,'" said David Falk, director of marketing for 7UP. "This partnership brings together the original Uncola and the original Avenger."

Characters from "Captain America: The First Avenger" will also be featured on limited-edition cans of 7UP, Cherry 7UP, Sunkist Soda, Canada Dry and A&W Root Beer. Fans are invited to join the adventure by collecting all five Super Hero cans featuring Red Skull, James "Bucky" Barnes, Peggy Carter, Howard Stark and Captain America.

Each week, from June 1 through August 31, 7UP will give away one Harley Davidson motorcycle.

PepsiCo -- Pepsi is encouraging consumers to enter its "Refresh Your Summer" sweepstakes for a chance to win one of 14 grand-prize trips. Entrants are eligible to win getaways that include four nights at the Mandalay Bay Hotel in Las Vegas, trips to the 2011 PGA Championship, the October races at Martinsville Speedway in Ridgeway, Va., and many more experiences.

From now through Sept. 6, fans can enter the "Refresh Your Summer" sweepstakes by visiting participating restaurants nationwide and asking for the "Refresh Your Summer" promotional cup. Each cup features a promotional code that consumers use to enter the sweepstakes at

"We are excited to help fans refresh their summer with these high-profile, value-added offers from our PepsiCo foodservice partners," said Margery Schelling, chief marketing officer for PepsiCo Foodservice. "Pepsi has the greatest fans and we want to reward them with these trips and prizes to help make this a summer to remember."

Over the next 14 weeks, Pepsi will draw the winner of one grand-prize trip each week. The first drawing gives fans a chance to win a VIP experience to the 93rd PGA Championship at the Atlanta Athletic Club in Johns Creek, Ga. One winner will receive two tickets to the tournament, along with access to the PepsiCo hospitality chalet on the 18th hole to watch golf's biggest stars compete in the final major championship of the year.

Once fans register their promotional code, they are entered into drawings for all 14 grand-prize trips. Entrants will also gain access to hundreds of offers and discounts from Pepsi partners, including Chuck E. Cheese's, Madame Tussauds in New York and Las Vegas, and the Kansas City Royals. MARS/Marathon -- Promoting its MARATHON bars, Mars Chocolate North America launched the Club MARATHON Rock On cross-country tour. Whether someone is an avid marathoner averaging six-minute miles or a mother of three finishing her first marathon, Club MARATHON captains will be on the lookout for those who "rock on" during the "MARATHON Bar Home Stretch" -- the final 500 yards of each Rock 'n' Roll race.

One lucky runner from each of the tour's five markets will be rewarded with an official Club MARATHON Sponsorship Package, complete with free registration to a future Rock 'n' Roll race, a VIP post-race experience, and a month's supply of MARATHON bars, branded apparel and more.

The tour kicked off during the Dodge Rock 'n' Roll San Diego Marathon on June 5 and will stop at four additional Rock 'n' Roll races across the country -- Chicago (Aug. 14), Philadelphia (Sept. 18), San Antonio (Nov. 13), and Las Vegas (Dec. 4).

"With its tremendous growth and exciting fitness-focused environment, the Rock 'n' Roll Marathon Series is the perfect platform to showcase the taste and nutrition credentials of our MARATHON bars," said John Wyckoff, director of chocolate new ventures, Mars Chocolate North America.

"The two-day Health & Fitness Expos and event day provide an engaged audience for MARATHON bar to educate runners on the benefits of sustained energy during training," said Bouker Pool, SVP of marketing for Competitor Group Inc., which owns and operates the series. "By combining a musical activation component in conjunction with the Rock 'n' Roll Marathon theme, MARATHON creates a perfect marriage between our consumers' core passions of music and running."

To join "Club Marathon," or for more information on the MARATHON Bar Rock On tour, consumers can visit or

MARS/M&M'S -- Also from MARS comes the 2011 M&M'S and NASCAR Partnership: "5 Characters, 5 Cars…Pick the Car You Want!" promotion, which will award five different Toyota models. Consumers can purchase participating items from specially marked displays in stores and enter a UPC code online at They then select one of five cars in the drawing.

Each car is aligned with a different fun-loving M&M'S character: Red with the Toyota Tundra, Yellow with the FJ Cruiser, Green with the Camry, Orange with the Prius, and Blue with the 4Runner. With each entry, consumers also have a chance to instantly win a prize such as NASCAR merchandise, gas cards and cash cards.

The promotion will be supported with a dedicated 360-degree marketing campaign that boasts print advertising including full-page regional and national FSIs, national television advertising, PR, digital/social media, a website and shopper marketing programs. Eye-catching packaging and displays with promotional graphics are designed to attract attention and entice consumers in the stores.

The 2011 NASCAR season also marks the introduction of a new, dedicated tagline, M&M'S Makes Race Day More Fun." The tagline will be showcased throughout this year's racing season.

Last Round -- Last Round All Natural Hangover Support partnered with the box-office hit, "The Hangover Part II," introducing movie-themed packaging that showcases "The Hangover Part II" logo and movie call-outs on bottles and display boxes.

Last Round kicked off the co-branded campaign with national advertising efforts and social media activations, as well as a consumer promotion that sent two winners to the movie's premiere at Grauman's Chinese Theater in Los Angeles.

The brand is now continuing its social media efforts with a second consumer promotion it's calling the "Can you make it to the Last Round photo contest" on Facebook. Fans have the opportunity to post photos with Last Round product placement showing their dedication to the brand. Last Round will use Facebook to gather the videos from June 1-15.

One grand-prize winner will be selected based on the highest number of votes from Last Round Facebook fans and will be awarded the Ultimate Hangover Prize Pack and the chance for their photo to be used in holiday print advertising.

Last Round All Natural Hangover Support is a 2.5-ounce shot meant to be taken after consuming alcohol and before bed. Last Round reportedly works by removing the effects of alcohol, relaxing the flow of blood and oxygen to the brain and detoxifying the body so users avoid headaches, dry mouth, and other ailments associated with hangovers.