Yoo-hoo Beverages taps Discovery Channel star Jesse James for a two-pronged summer sweepstakes that adds the mechanics' hot-rod talent to Yoo-hoo's irreverent pitch to young men.
James hosts Discovery's Monster Garage, remaking cars into other vehicles, like fire trucks, and then pitting them against the real thing.
The Win Jesse James' Garage sweeps breaks in May on single-serve bottles nationally. Under-the-cap game pieces will award a grand-prize motorcycle customized by James, worth $100,000; a West Coast Choppers shop truck, a customized pickup full of Mac tools, named for James' West Coast Choppers garage; and West Coast Choppers wearables.
with Jesse James
A multi-pack You Draw It, Jesse James Builds It contest breaks in July, inviting kids under 18 to design a dream car. James will pick one design and build it; the winner and family will travel to Los Angeles to see James put the finishing touches on their grand-prize ride. The on-pack promo gets P-O-P support in supermarkets and mass-merchandisers. BRZoom, Wilton, CT, handles for Yoo-hoo.
"Yoo-hoo found someone who speaks to their dual target: blue-collar Bubbas and teens and kids who watch Discovery Channel," BRZoom Principal Jordan Bochanis said. "We called him and said, 'You're a great fit for the brand' and he said, 'Let's see what we can do together.'"
Last year, James customized the VW Eurovan that Yoo-hoo ran in the annual Gumball Rally cross-country race. The race (run from San Francisco to Miami last year) draws extreme-sport athletes and raises money for Boarding for Breast Cancer (B4BC). Yoo-hoo's 2002 van will be auctioned off in a B4BC fundraiser in January.