ADVERTISING WATCH

COORS CAUSING ZIMA STIRors Brewing Co. here is stirring things up with its in-store Zima promotion.Zima Beverage Co. began offering $1 or $2 on-pack coupon/refunds valid on fruit juices and nonalcoholic drink mixers this month. The "Stir Things Up" campaign is expected to run to early April.In addition to the on-pack coupon/refund offer, the campaign will be supplemented by point-of-sale materials

COORS CAUSING ZIMA STIR

ors Brewing Co. here is stirring things up with its in-store Zima promotion.

Zima Beverage Co. began offering $1 or $2 on-pack coupon/refunds valid on fruit juices and nonalcoholic drink mixers this month. The "Stir Things Up" campaign is expected to run to early April.

In addition to the on-pack coupon/refund offer, the campaign will be supplemented by point-of-sale materials including shelf talkers, cooler-door decals and counter cards with free Zima recipe cards.

Instant redeemable coupons on food items, "Stir Things Up" table tent drink guides, recipe streamers and banners further support the promotion.

The promotion is part of Zima's Mixology recipe concept of mixing the alcoholic drink with other beverages.

P&G PRESSING THE IVORY

CINCINNATI -- As part of its campaign to roll out its new line of Ivory Moisture Care products, Procter & Gamble here plans to undertake the largest one-time sampling effort in its history.

Forty-one million sample-size bars will be distributed during the launch period, which begins March 16. Sampling activity is expected to last three to four weeks.

A national advertising program involving print and television spots is scheduled to begin mid-March. In-store displays and shelf-talkers will further supplement the national ad promotion.

SHOPPERS' SWEEPS

LINDEN, N.J. -- Colavita USA here with the help of Visa USA is offering a sweepstakes to grocery shoppers from Boston to Washington.

The program will be supported with radio spots in 11 markets including Albany, N.Y.; Providence, R.I.; and Baltimore.

The sweepstakes, which awards winners a trip to San Francisco, is promoted in-store with elements including advertisements in store circulars and displays with tear pads explaining the official rules.

Supermarket customers who pay with their Visa cards are automatically entered. Other interested shoppers must mail their entries directly to Colavita by March 31. The drawing will be held about April 12.

BUSCH HITTING THE BEACH

ST. LOUIS -- Anheuser-Busch here is targeting a more contemporary audience with its Surf's Up in-store promotion.

Scheduled to hit stores this month, the campaign will involve the company's Busch and Busch Light products. Price cards, counter cards with tear pads, Styrofoam surfboard standups, danglers, case cards and cooler stickers round out the point-of-sale materials.

The displays feature adults hanging out on the beach wearing Busch Light Athletic Department shirts, shorts, sunglasses and hats. Consumers can order similar apparel by filling out tear pad order forms available at the POS.

NEW PACKAGING RECIPE

PLYMOUTH, Wis. -- New packaging on Sargento Foods' Shredded and Recipe Blend cheeses promises to stop shoppers at the dairy case.

On-pack recipes are the pivot point for the "Imagine What You Can Create" campaign and the updated packaging. The recipes are carried through every element of the promotion, including print and television ads, recipe booklets, freestanding inserts and a web site.

Twenty- and 30-second television spots are airing in the top 20% to 35% of the company's markets. Thematic ads, running in several consumer magazines, are expected to reach 178 million people, and an FSI scheduled to drop March 16 is anticipated to reach 45 million people.

GO FOR BEAUTY

BEVERLY HILLS, Calif. -- Freeman Cosmetics here plans to roll out a buy-one-get-one-free promotion beginning in March.

With the purchase of specially shrink-wrapped product prepacks, consumers receive a second full-size supply of the same product free of charge.

Products will be shipping nationwide March 15 through May 31. The BOGO promotion will be supported by a national freestanding insert scheduled to run April 27 to 31 million shoppers.

The products included in the promotion are Freeman's best-selling items including hair care products from the company's Botanicals segment, facial scrubs and masques from its Beautiful Skin area, bath gels and foams from its Beautiful Bath category and foot lotions and scrubs from its Barefoot segment.