ADVERTISING WATCH

FEELING THEIR OATS CHICAGO -- Leading cereal manufacturers have launched campaigns to raise awareness of the Food and Drug Administration's recent confirmation that soluble fiber from oatmeal may reduce the risk of heart disease, if consumed as part of a low-saturated-fat, low-cholesterol diet.blications and health-care professional journals across the United States. An ad, which ran the Thursday

FEELING THEIR OATS CHICAGO -- Leading cereal manufacturers have launched campaigns to raise awareness of the Food and Drug Administration's recent confirmation that soluble fiber from oatmeal may reduce the risk of heart disease, if consumed as part of a low-saturated-fat, low-cholesterol diet.

blications and health-care professional journals across the United States. An ad, which ran the Thursday following the FDA's Jan. 21 announcement, ran in newspapers in the top 10 markets.

This month, Quaker plans to alert consumers to the health claims using in-store point-of-purchase materials and signs.

General Mills also ran a newspaper ad touting the announcement. In addition, a TV campaign, aired about two weeks ago, will continue this month.

READING THE NEED

SOMERSET, N.J. -- Ferrero USA's Tic Tac brand, in partnership with Literacy Volunteers of America, will recognize an outstanding LVA learning team with the 1997 Tic Tac Reading Enables Adults to Climb Higher award Feb. 24.

To help in the promotion, Tic Tac has created specially marked Tic Tac five-packs that include a free bookmark and LVA merchandise offers. Proceeds from the sales will help support the LVA.

The award will be presented at a ceremony featuring Miss America 1997 Tara Holland, who will be interviewed on various television talk shows prior to the event. Newspapers and other media are expected to cover the awards ceremony.

The Reach award is part of the kick-off for the LVA's Incredible Reading Rally, a fund-raising program where children and adults obtain monetary pledges in exchange for the number of books read.

LEVER GOES LITTLE LEAGUE

NEW YORK -- Wisk laundry detergent, Wisk Away pretreaters and Snuggles fabric softener have teamed together as an official 1997 sponsor of Little League baseball.

Lever Bros. Co. here, manufacturer of the laundry brands, kicked off the sponsorship with a direct mail piece sent to participating Little League families last month.

Sampling and giveaways to registered Little League households, a Point Collection program and a national freestanding insert, due March 23, also are part of the promotion.

The Point Collection program encourages local leagues to collect cash register receipts as proofs-of-purchase for Wisk laundry detergent, Wisk Away pretreaters and Snuggle fabric softener, and then submit them to Lever Bros. A point value will be assigned and translated into dollar amounts, which are then awarded to the local league. The program runs from February through July 15.

Wisk products will carry a logo touting "Official Laundry Detergent: Little League." GIRL

SCOUTS GET MILK

BERKELEY, Calif. -- The "Got Milk" promotion, created for the California Milk Processor Board here, is tying in with an American institution -- the Girl Scouts.

Begun last month in California, the outdoor advertising program consists of posters on bus shelters and billboards. The billboard campaign will roll out nationwide to states across the country -- California to Texas to Indiana to New York.

Billboards are expected to be raised this month and will remain positioned through March. The campaign is designed to remind consumers about how well Girl Scout cookies go with milk.

In California, the effort will be supplemented by on-ground Girl Scout support, where 200,000 Girl Scouts will wear "Got Milk" buttons while selling their cookies from now through March.

VERYFINE PUSH KICKS IN

WESTFORD, Mass. -- Veryfine Products here has kicked off its "Kick Your Thirst" instant win bottle cap sweepstakes.

Cooler door static decals and radio spots nationwide, beginning Feb. 24 and running for four weeks, will provide advertising support for the campaign.

The contest, begun last year and running through June, offers consumers the chance to win a grand prize of a trip for four to a 1997 U.S. Men's Soccer Team World Cup Qualifying Match.

Purchasers of Veryfine's specially marked bottles of fruit juice and juice cocktails can win an array of prizes by checking under the cap.

The sweepstakes involves more than 40 million bottles of 10-ounce and 16-ounce juice drinks and cocktails, 16- and 20-ounce Chillers and 16-ounce Apple Quenchers.