Nestlé USA’s Butterfinger is looking for some brave souls. In this case, that involves a buzz haircut and some temporary spray paint.
“Butterfinger Buzz Events” take place this week to promote the new caffeine-infused Butterfinger Buzz candy bar. Consumers who visit participating locations and get a buzz cut sprayed with a temporary orange-colored Butterfinger Buzz logo on their head will be entered into a sweepstakes to win a trip to Las Vegas and other prizes.
The haircuts will take place from 7 to 10 p.m. on Thursday at Astor Place Hair in New York and at Chicago Buzz in Chicago. People who opt not to get their hair shaved can fill out an entry form to enter the sweeps. One grand-prize winner will receive a trip for four to Las Vegas, a $2,500 Visa gift card, tickets to a comedy or music event and a year’s supply of Butterfinger candy bars.
Butterfinger staged its first event on Tuesday in Los Angeles, drawing about 50 people. Of that group, about 35 people left with less hair. Attendees also walked away with king-size samples of Butterfinger Buzz.
Nestlé is driving people to “Get Your Buzz On” by downloading the Buzz stencil or uploading photos of their new dos to the site. Visitors can also play an online haircut game.
The Butterfinger Buzz contains about 80 milligrams of caffeine, more than most 12-ounce cans of soda. The candy will be available through April at Walgreens, 7-Eleven stores and other retail outlets.
Nestlé USA isn’t the first company to launch a caffeinated candy bar. Mars Snackfood U.S. last year staged a sampling event at college campuses to push its caffeine-infused Snickers Charge candy bar
Golin Harris is handling PR and the events. Online marketing, radio spots and PR support the promotion.