BAKING SODA SOLUTIONS
One person mixes it with shampoo, another uses it for bug bites and yet another puts in the refrigerator as a deodorizer. It's rare that a product doesn't come with its own set of special instructions or a long list of "do nots." But Arm & Hammer here, far from telling consumers how to use its baking soda, is inviting people to share their own unique and favorite uses of the product.
The company is establishing the "Get F.R.E.S.H. (Family Rated Everyday Solutions for the Home) Ideas Council," led by Katie Brown, host of Lifetime TV's "Next Door With Katie Brown." Consumers are able to contact the council through the company's Web site at www.armhammer.com, or by calling 1-800-BAKESODA. By doing so they receive a questionnaire about the different ways in which they use baking soda, and they automatically become members of the council.
Katie Brown, the official spokeswoman for the program, will participate in various retail events, and will conduct television, newspaper and radio interviews.
GUINNESS POURS OUT FESTIVAL
NEW YORK -- The initial reaction to the 1998 Guinness Fleadh will probably be bewilderment at this unfamiliar and seemingly unpronounceable word. But then, learning about the Irish language and culture is probably one of the best reasons to go to the fleadh, the Irish word for festival, which, when spoken, sounds something like "flah."
The event, sponsored by the Guinness Import Co., is produced by Festival Marketing Inc. in conjunction with the Mean Fiddler Organization, Europe's largest festival promoter. It will return to New York this month for its second year, while making debut appearances in both Chicago and San Francisco.
The 1997 Guinness Fleadh, held on New York City's Randall's Island, attracted some 50,000 people who watched roughly 60 bands performing on three main stages, not to mention another 30 performances of music, poetry and theater that took place on a stage constructed to look like a small Irish village.
A CUP OF WINE...AND BURGERS
ST. HELENA, Calif. -- People who drink wine like burgers too, or at least it seems so since Sutter Home Winery here is kicking off its eighth annual "Build a Better Burger Recipe Contest" and promotion.
The promotion, which runs through Labor Day, is built around a national recipe contest that challenges consumers to put a creative spin on the traditional burger. This can involve any combination of meats, fish, vegetables, cheeses, sauces and condiments, the idea being that what one comes up with should actually be tasty.
The contest culminates in a cook-off that will take place at Sutter Home Oct. 3. A panel of celebrity judges will award the grand prize of $10,000 to the creator of the most imaginative and appetizing burger. The cook-off will also be filmed for a 26-segment PBS show about cooking contests called "Cook-Off America."
Full-color displays and cards will accompany the promotion, as well as a bottle-necker containing instantly redeemable coupons on Kraft Deluxe cheese, Solo paper plates and Paul Prudhomme Magic Seasoning Blends.
'GOT MILK?' GETS WHEELS
BERKELEY, Calif. -- The new addition to the Hot Wheels line of cars falls somewhere between an old milk truck and an 1980s hot rod. This white vehicle with fluorescent pink and blue writing is being released by the company in conjunction with the California Milk Processor Board as part of the continuing "Got Milk?" campaign to increase milk consumption across the state.
The collectible "Got Milk?" delivery truck is available at various supermarkets, discount stores and other retailers.
The toy release comes on the heels of the announcement that 81% of the California milk processors voted to continue the five-year-old "Got Milk?" campaign through 2002.
AMSTEL OPEN
WHITE PLAINS, N.Y. -- Amstel Light here is unveiling its new "Are You Open for Anything?" challenge. The summer sweepstakes will tell consumers how "open" they really are to anything by placing them into one of three categories: open-to-suggestion, open-minded or open-for-anything.
This promotion may end a couple of long-standing debates, but even more importantly consumers will have the opportunity to choose between various fantasy vacations, including the Club Med Fantasy Beach vacation, the Sports Fantasy Camp, Space Camp, working on a Dude Ranch or being a brewmaster in Amsterdam, Netherlands.
"Openness" will be determined using 10 multiple-choice questions, to be found on tear pads as part of Amstel Light displays. Using the tear pads, consumers will score themselves and then call a toll-free "Open for Anything Sweepstakes" hotline that will place them in one of the three categories. Every caller is then automatically entered in the sweepstakes.
