Vitaminwater Toasts 'Sex and the City'

By Jean Luo

Glaceau's Vitaminwater tapped into the big-screen premiere of Sex and the City with a sweepstakes.

The Coca-Cola brand's "A Little Help From Your Friends" sweeps awarded a grand-prize trip for four to attend the film's New York premiere and a post-screening party later this month. Entry was online from March 15 to April 30. Posters and headers on Glaceau beverage racks communicated the promotion and carried tearpad entry forms.

Vitaminwater also leveraged the tie-in for limited-edition labels on its XXX and Rescue flavors, and gets product placement in the film. A promotional microsite also supports.

Based on the popular HBO series, New Line Cinema's Sex and the City: The Movie premieres May 30. Promotional partners also include Mercedes-Benz, Skyy Spirits and online luxury retailer Bag Borrow or Steal. Bacardi Silver and Coty (the latter of which produces a fragrance line with Sex star Sarah Jessica Parker) are conducting retail tie-ins.

Published: May 2008

Source: In-Store Marketing Institute

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