Juicy Fruit launches youth contest

Juicy Fruit gum is reinforcing its 'Sweeeet' positioning with a redesigned Web site http://www.juicyfruit.ca/. The site has been revamped to be more appealing to the gum's target teen audience with a lot of interactivity and a colourful, graphics-driven interface.
The site plays a key role in the 'Sweeeet Shot Contest,' running March 27 to July 31. Participants give personal info and sink virtual basketballs to win a chance at a trip to Toronto, $500 spending money and $5,000 towards post-secondary tuition. Once in T.O., the winner attends an NBA game and takes three shots from the free-throw line. Each ball in wins them an additional $5,000, up to $20,000. There are also weekly draws for 18 iPod minis. The agency behind the initiative is BBDO.
By Staff 
March 31, 2005

Juicy Fruit gum is reinforcing its ‘Sweeeet’ positioning with a redesigned Web site http://www.juicyfruit.ca/. The site has been revamped to be more appealing to the gum’s target teen audience with a lot of interactivity and a colourful, graphics-driven interface.

The site plays a key role in the ‘Sweeeet Shot Contest,’ running March 27 to July 31. Participants give personal info and sink virtual basketballs to win a chance at a trip to Toronto, $500 spending money and $5,000 towards post-secondary tuition. Once in T.O., the winner attends an NBA game and takes three shots from the free-throw line. Each ball in wins them an additional $5,000, up to $20,000. There are also weekly draws for 18 iPod minis. The agency behind the initiative is BBDO.