TARRYTOWN, N.Y., May 22, 2012 /PRNewswire/ -- It's a brand
that's been enjoyed by generations of families; in fact, Country
Time has become synonymous with summer refreshment. Over
the years, many flavors have been successfully introduced.
Now, 2012 marks the launch of an
exciting new selection – Country Time Half Lemonade &
Half Iced Tea lemonade iced tea flavored drink mix.
Along with this new drink variety comes the need for a new
nickname. How to solve this dilemma? A select group of
celebrity Country Time fans will offer up their own name
suggestions for the new Half & Half drink. Consumers can
then choose their favorite or make their own suggestions via the
Country Time Facebook page. Participating celebrities
include Drew Brees, Kristen Chenoweth, Michael Waltrip and a surprise candidate to be
revealed in early July.
"Summer is about getting ready for football and hanging with
friends and family," said Drew
Brees, record-setting quarterback. "Beyond that,
everybody loves the feeling of the cool breeze from the
ocean. How could you call it anything but the 'Brees?'"
Others have their own ideas. "Drew
Brees is one heck of a football player," commented
Michael Waltrip, veteran NASCAR
driver and owner of Waltrip Racing. "But I actually drove the
Country Time car back in the day, and I can't think of
anything more fitting than the new drink to simply be called
'The Waltrip.'"
"No disrespect, but this is about a new version of a drink that
has been around and loved for a while," said Brandon Jennings, star point guard of the
Milwaukee Bucks. "I love this move. Since I was a little kid I've
been mixing Country Time with all kinds of other
drinks. Let's just call it 'The Brandon.' That sounds
great to me!"
"Entering the iced tea segment is exciting for us," said
Brett Hartmann, Brand Manager of
Country Time, "We think the Half & Half blend could use
a new nickname and with so many celebrities involved, this is sure
to be an exciting promotion."
The Campaign for a Name competition will be promoted through
multiple forms of digital and social media, including in real time
on the Country Time Facebook page and the YouTube
channel.
As the summer progresses, consumers who participate in Campaign
for a Name on the Country Time Facebook page will have the
opportunity to campaign and garner support for their favorite
celebrities to encourage their success. The most ardent of fans
will be named a Campaign Manager and will be among those who will
have a chance to win an experience with their favorite
candidate.
Campaign for a Name Overview:
- A digital campaign for the new Country Time Half &
Half was launched May 1 on the
Country Time Facebook page
- Campaign for a Name allows consumers to weigh in on what should
be the Official "Unofficial" Nickname for Country Time Half
& Half over social media channels
- Fans and celebrities can nominate and share possible names for
County Time Half & Half
- Kristin Chenoweth, Drew Brees and Michael
Waltrip will participate in video content supporting the
campaign beginning on May 15; a
surprise candidate will participate in early July
- Campaign teaser was released on May
15; five video segments to be released throughout the summer
(release dates are June 1,
June 15, July
5, July 11, July 24) and a victory speech video at the end of
the campaign on September 3
- Country Time will launch a consumer Campaign Manager
sweepstakes on June 21 on the brand's
Facebook page: fans participate in campaign engagement activities
on behalf of their candidate for a chance to meet the celebrity in
person
- Celebrity winner will be announced on September 3 when the Country Time Facebook
page will relaunch with the winning celebrity and nickname
New Country Time Half Lemonade & Half Iced Tea Drink
Mix comes in canisters that make eight or 34 quarts and is
available wherever groceries are sold across the U.S. Look
for Country Time on Facebook (www.facebook.com/countrytime) and on
Twitter (www.twitter.com/countrytime). There's no purchase
necessary to enter. For complete details regarding the
sweepstakes, visit www.facebook.com/countrytime beginning
June 21, 2012.
About Kraft Foods:
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with
an unrivaled portfolio of brands people love. Proudly marketing
delicious biscuits, confectionery, beverages, cheese, grocery
products and convenient meals in approximately 170 countries, Kraft
Foods had 2011 revenue of $54.4
billion. Twelve of the company's iconic brands –
Cadbury, Jacobs, Kraft, LU, Maxwell
House, Milka, Nabisco, Oreo,
Oscar Mayer, Philadelphia, Tang and
Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to
divide and create two independent public companies: a high-growth
global snacks business and a high-margin North American grocery
business. The transaction is expected to be completed before the
end of 2012. A leader in innovation, marketing, health &
wellness and sustainability, Kraft Foods is a member of the Dow
Jones Industrial Average, Standard & Poor's 500, Dow Jones
Sustainability Index and Ethibel Sustainability Index. Visit
www.kraftfoodscompany.com and
www.facebook.com/kraftfoodscorporate.
SOURCE Kraft Foods Inc.