South Beach Beverage Co. this month partners with Burbank, CA-based Warner Bros. on a sweeps that will immortalize one winner in the pages of “Mad Magazine.”
The Pepsi-Cola Co. division is using the program to help launch a new Love Bus Brew chocolate drink. Norwalk, CT-based SoBe is stamping “Mad” poster boy Alfred E. Neuman’s famous “What–me worry?” catchphrase under bottle caps. Consumers who collect three caps bearing the phrase receive a “Mad”/SoBe T-shirt via mail.
Co-branded P-O-P signage in supermarkets and c-stores supports, as do radio spots and print ads in DC Comics publications and “ESPN Magazine.” SoBe also will sample the brand this summer as part of its annual Love Bus program. The company handles in-house.
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