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MilkPEP Looks Ahead to 2005 Promotions
Milk processors should begin planning now for three major promotions from the Milk Processor Education Program (MilkPEP) that are set for next year. Two of the three programs include weight loss themes in conjunction with MilkPEP's "24/24 Milk Your Diet. Lose Weight!" efforts, while the third continues a successful partnership with the National Basketball Association (NBA) aimed at teens. Processors are encouraged to incorporate these promotions into their corporate 2005 marketing plans.
"Now is the time to get next year's exciting milk promotions on retailers' radar screens," noted Elayna McKenzie, IDFA director of marketing. "Processors should make sure to attend the MilkPEP Sales Meeting on September 28. Not only will the meeting provide a thorough review of these promotions, but it will also cover IDFA's updated weight loss claims that licensed processors can use on labels, and in advertising, public relations and promotional materials."
MilkPEP's three promotions in 2005 are:
- A New View of You — In time for New Year's Day resolutions, consumers can receive a free calendar, entitled the "New View of You 2005 Planner," with every milk purchase at participating stores. Also, they'll be able to enter an online contest to win one of 24 trips to New York City that includes a makeover, shopping spree and tickets to see a live show of "The View," a popular daytime program.
- Fuel Up with Milk. Gear Up with the NBA — In February, MilkPEP and the NBA are teaming up to celebrate flavored milk as a healthy alternative to soda. Featuring NBA superstar Carmelo Anthony, the program promotes an online auction, where kids can bid for NBA prizes — including wristbands, sports jerseys, and to a trip to the NBA Finals — using milk proofs of purchase. The promotion will be supported at retail with a feature ad incentive program.
- Get the Curves You Want — This promotion hits stores in the spring, offering consumers a free two-week membership to CurvesŪ Fitness Centers with two milk caps. The offer is redeemable at CurvesŪ, so there's no extra work for retailers. Additionally, the program will feature an online sweepstakes that will give away 24, 24-month memberships at CurvesŪ, which is the largest fitness franchise in the world designed exclusively for women.
Full details will be provided in the 2005 sales kits, which will be sent to processors in late September, as well as at next month's MilkPEP Sales Meeting, which is being held in conjunction with BevExpo in Tampa. For more information or to register for the Sales Meeting, click here. Questions about MilkPEP promotions can be directed to Elayna McKenzie at emckenzie@idfa.org, 202/220-3504.
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Posted August 30, 2004
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