During May, 2004, Coca-Cola partnered with Sentry and the Milwaukee Mile for a racing promotion to drive volume and awareness for participants brands.

This promotion consisted of the following components:

1. Consumer Sweepstakes

2. Exclusive Ticket Back opportunity

3. Retailer Sweepstakes

Coca-Cola and Sentry offered consumers the opportunity to win tickets to the Busch NASCAR Series race at the Milwaukee Mile June 26th. This promotion was announced in 5/17, 5/24, 5/31 and 6/7 ads. Consumers had the opportunity to win the following:

1 set of 4 VIP tickets to the Race, including Pit and Paddock passes and a Coca-Cola racing kit .
1 set of 2 Grandstand tickets for each participating store.
To participate stores had to build Incremental Thematic Displays (full end in size)to support the Racing Promotion. V.I.P. winners were drawn from Mail-in entries.

The participating stores in the promotion showed a positive trend compared to the stores that didn’t, in percentage gained and volume.

Coca-Cola/Packers Promotion

This promotion had two components

1.Consumer Sweepstakes

2. Retailer display incentive

Sentry shoppers had the opportunity to Enter to Win an away trip to see the Packers play in Philadelphia Pennsylvania

In addition, a store manager incentive was conducted for Sentry stores statewide. To qualify, managers needed to;

Build and maintain an incremental 150 case Fridge pack/ 6pack 24 oz display
Maintain positive sales trends.
Manager incentive was:

Grand Prize:

1- Set of 4 Tickets to the Packers vs. Rams Monday Night Football game.

1- Tailgate Package

The CCE Account Manager with the winning store also won a set of 2 tickets to this game.

Geiger was responsible for:

Coordination and management of the sweepstakes administration, including the following;
Reviewing legalities and advising recommendations
Communication with sweepstakes winners regarding logistics
Coordination with Green Bay Packers on hospitality confirmation
Coordination of display contest judging, including selection of winners
Final report and evaluation of promotion
RSN/Celestial Seasonings Soothers Spa Sweepstakes

A promotion was developed with this division of Warner Lambert to gain placements and drive traffic in retail accounts, focus on soothing characteristics, and adding a media tie. Resorts were reviewed, tie-in partners were developed, and vignettes were developed at each spa. In addition, POS material was developed for retail use with sweepstakes offering trips to the spas featured in the vignettes shown on Resorts Sports Network. Commercials aired daily on the prime time morning show. Additionally, print ads were developed and placed in key magazines during the promotion period.

As a result of this promotion, display activities increased in key retail areas and enhanced the brand image of the product.