The Dannon Company announced that it is an Official Partner of the U.S. Ski and Snowboard Association (USSA). Dannon’s support of the team, which was coordinated through the Alcone Marketing Group, marks the first time the company has partnered with the USSA. The sponsorship officially kicks-off this fall with a multi-faceted, nationwide consumer promotion supported by television and radio advertising campaigns that will feature images of U.S. Ski Team mogul skiers Hannah Hardaway, Toby Dawson and Ryan Riley.
“The ‘Powered by Dannonà‚„¢’ promotion is a wonderful way for consumers to become actively involved in the ski season by literally ‘wearing’ their pride for the U.S. Ski Team,” said Bart Adlam, marketing director, The Dannon Company. “The U.S. Ski and Snowboard Team members embody the healthy active lifestyle that is important to so many of our customers.”
Beginning September 2001, 130 million 8 oz cups of DANNON® yogurt will sport the ‘Powered by Dannon’ logo. The brands involved in the promotion include: Fruit on the Bottom, Light ‘n Fit, Natural Flavors and Plain. Consumers who save the specially marked lids can mail them in and receive free official USSA merchandise:
- 10 lids = U.S. Ski Team pin
- 20 lids = U.S. Ski Team baseball cap
- 40 lids = long-sleeve U.S. Ski Team T-shirt
The specially marked lids will begin to appear in stores on September 10, 2001 and will run through mid-November 2001 or while supplies last. Consumers have until December 31, 2001 to redeem lids for U.S. Ski Team merchandise.
“Dannon’s support is great and will help us achieve our goals,” said Hardaway whose image will appear as an in-store promotional display at grocery stores across the country. “Their promotion lets us know that the fans are 100% behind us as we go to the Olympics.”
The under the lid promotion will be supported by a regional broadcast advertising campaign. The television commercial breaks on October 1, 2001 and will air in 15 markets (New York; Los Angeles; Chicago; Boston; Hartford; Miami; Portland, OR; Seattle; Tampa; Detroit; Salt Lake City; Dallas; San Francisco; Cincinnati and Denver).
The radio spots break on October 29, 2001 and will air in 20 markets (New York; Los Angeles; Chicago; Boston; Washington D.C.; Baltimore; Philadelphia; Hartford; Miami; Portland, OR; San Francisco; Seattle; Springfield, Mass.; Tampa; Dallas; Detroit; Salt Lake City; Cincinnati; Rochester and Denver). The ‘Powered by Dannon’ campaign will also be supported by a national public relations campaign. Participating grocery stores will have life-size POS displays featuring Hardaway in the yogurt aisle.
Through its website, www.dannon.com/ski Dannon will provide consumers with more information on the ‘Powered by Dannon’ promotion. The site enhancement is currently up and running.
The Dannon Company, Inc. is a leading national producer of yogurt products in the United States with corporate headquarters in Tarrytown, NY, and plants in Minster, OH; Fort Worth, TX; and West Jordan, UT. With a strong commitment to high-quality, wholesome, nutritious and innovative products, Dannon produces about six million cups of yogurt each day in nearly 100 flavors, styles and sizes. For more information about Dannon, visit our website at www.dannon.com.
The U.S. Ski and Snowboard Association (USSA) is the national governing body for Olympic skiing and snowboarding, managing competition and athletic programs coast-to-coast. The vision of USSA is to make the United States of America the best in the world in Olympic skiing and snowboarding, providing development and elite racing programs. USSA coordinates nationwide programs in six distinctly different disciplines – alpine skiing, cross country, disabled alpine and cross-country, freestyle, ski jumping and nordic combined and snowboard. The federation was founded in 1904 and the national officee has been based in Utah since 1974.
Alcone Marketing Group is the promotion agency of record for Group Danone Yogurt and Water businesses.