[02/27/06 - 12:00 AM]
TBS and Sierra Mist Leverage Their Comedic Brands This Spring to Trade Places with the Funniest Faces

[via press release from TBS]

TBS and Sierra Mist Leverage Their Comedic Brands This Spring to Trade Places with the Funniest Faces

TBS.com to Develop First-Ever Co-Branded Promotional Micro site with Sierra Mist

TBS and Sierra Mist are teaming up for a spring campaign that will provide a high profile example of how companies can work together to leverage identifiable brands and reach consumers nationwide. Through radio, on-air, online, point-of-sale and the Trade Places with the Funniest Faces sweepstakes, this promotion will drive home messaging for TBS�s �very funny� primetime lineup and Pepsi-Cola North America�s Sierra Mist, the beverage leader known for its comedic advertising campaign. The promotion will run from Mar. 6 through May 16 across multiple media platforms.

�The importance of brand partnerships in today�s marketplace is more evident than it has ever been before,� said Katherine Johnson, vice president, TBS and TNT Promotions & Marketing. �Using the strength of TBS and sister network TNT�s brands, we are in the fortunate position of being able to create promotions that touch consumers on an emotional level, whether that be through comedy or drama. We are thrilled Sierra Mist and TBS could come together as the perfect brand partners, bringing consumers an experience that leverages both brands� comedic positioning and complimentary consumer touch points.�

�Sierra Mist stands for refreshment and nothing is more refreshing than a good laugh,� said Frank Cooper, vice president, flavored carbonated soft drinks, Pepsi-Cola North America. �Our partnership with TBS complements our brand�s commitment to bring laughter to our consumers through comedy.�

Massive media outreach is scheduled to support the promotion and the Trade Places with the Funniest Faces sweepstakes. Beginning in March, the first-ever TBS co-branded micro site, developed in conjunction with Sierra Mist, will launch through TBS.com. Viewers logging on to the site can laugh and enter for a chance to win while answering trivia, playing games or downloading clips that feature the TBS primetime characters. The Trade Places with the Funniest Faces* sweepstakes will offer viewers the opportunity to win one of three amazing grand prize trips, New York Seinfeld-Style, a Honeymoon in Vegas like Ross & Rachel, or an Everybody Loves Raymond Sports Vacation. Secondary prizing will also be awarded. This sweepstakes will receive nationwide promotion through radio and TBS on-air spots, as well as through Pepsi�s Xtras email blast, all driving consumers to the site during this period. Sierra Mist will also receive exposure in �Know the Show� on TBS.com, a popular broadband trivia game themed around the TBS�s prime time comedies.

During the promotional period, consumers purchasing Pepsi, Sierra Mist and Sierra Mist Free in select stores nationwide, will find themselves surrounded by appealing point-of-sale creative, promoting TBS prime time comedies and featuring TBS prime time comedic characters. Standees and aisle ends will promote the sweepstakes at TBS.com, along with the Sierra Mist in-store promotion, which gives consumers who purchase any two Pepsi 12-packs or single Pepsi 24-pack a free 2-liter of Sierra Mist or Sierra Mist Free.

To further enhance their brand building collaboration, Sierra Mist is serving as the sponsor for Very Funny Monday on TBS during the month of April in addition to a larger ad buy on the network.

The Trade Places with the Funniest Faces promotion was created as a follow-up to the successful collaboration this past November surrounding TBS�s Earth to America special. Sierra Mist joined forces with TBS for the Laugh Your Way to Vegas Sweepstakes. In addition, TBS created customized Earth to America! Mist-takes spots featuring the talent from the hilarious Sierra Mist marketing campaign, including Michael Ian Black (Reno 911!) and Debra Wilson (MADtv). These on-air cut-ins aired on TBS and drove tune-in for the �very funny� event. TBS also created a custom Mist-takes vignette that ran within the Earth to America!

Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Tropicana Soda, Aquafina, Aquafina FlavorSplash, Aquafina Sparkling, Quaker Milk Chillers, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.

TBS is television�s �very funny� network, serving as home to such hot contemporary comedies as Sex and the City, Everybody Loves Raymond, Family Guy, Seinfeld and Friends; original series and specials; blockbuster movies; and hosted movie showcases.

Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and a leading provider of programming for the television industry.

*No purchase necessary to enter or win. Subject to the official rules which can be found at TBS.com

  [february 2006]  


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