HALLS FRUIT BREEZERS® PURCHASES MAN'S VOICE ON EBAY FOR "VOICEVERTISING"
Cadbury Adams® reintroduces old, but new
marketing medium: Town Crier
Parsippany, NJ (March 16, 2005) - Just when you think you've seen it all in the world of marketing, listen up - HALLS Fruit Breezers lets you hear it all too! Tattooing advertisements on body parts is old news, but the newest wave in creative branding is loud and difficult to miss…at least if you live in New York City with Floyd Hayes. HALLS Fruit Breezers purchased Hayes' voice on eBay, in a unique advertising deal that may leave you…well, hoarse.
Floyd Hayes, a Brooklyn, NY resident, put his "voicevertising" services up for sale on eBay, offering to shout out a brand name every fifteen minutes for an entire week -- no matter what location or situation, i.e. subways, elevators, bars, clubs, weddings or even business meetings. (Don't worry…he will be allowed to sleep.) It's a contemporary spin on the traditional town crier, and what brand could be more fitting to purchase the services than HALLS Fruit Breezers, a throat drop that cools and soothes dry, scratchy throats, which Hayes is likely to experience on this mission.
"The idea of voicevertising came to me after reading about "rackvertising" and a woman who auctioned off her pregnant belly on eBay. I was wondering how far you could go and what else remained," said Floyd Hayes. "Why not sell your own voice? Town criers were huge at one point in history, so I thought why not just shout loudly? It's obviously not right for every brand, but for HALLS Fruit Breezers, it's perfect!"
HALLS Fruit Breezers secured the bid on Feb. 4, 2005 and hired Hayes to shout the brand name. While Hayes has no professional background in shouting, he does have an English accent which he has been told is pleasing to the American ear.
Inspired by Hayes' unique offering, Cadbury Adams USA LLC has integrated "voicevertising" into its marketing mix to promote HALLS Fruit Breezers, the great-tasting, non-mentholated throat drop that relieves everyday throat irritation. Whether you have something to shout about this week or not, HALLS Fruit Breezers will help to soothe your throat.
"Floyd's voicevertising services were just too perfect too pass up," said Tom Byrczek, Brand Manager for HALLS Fruit Breezers. "After a few days of shouting, Floyd will definitely need HALLS Fruit Breezers to help soothe his dry, scratchy throat. Voicevertising provides a humorous way to demonstrate how HALLS Fruit Breezers works quickly to provide relief for minor throat irritation. We think it's a fun, unique way to spread the word about the brand and are happy to have Floyd onboard."
ABOUT HALLS FRUIT BREEZERS
HALLS Fruit Breezers are non-mentholated throat lozenges formulated with Pectin, which coats the irritated area of the throat to provide cool, soothing relief. Bursting with fruity flavor, HALLS Fruit Breezers are available in five great-tasting varieties: Cool Creamy Strawberry®, Cool Creamy Orange®, Tropical Chill®, Cool Berry®, and Cool Citrus Blend™.
ABOUT CADBURY ADAM USA LLC
Cadbury Adams USA LLC, based in Parsippany, NJ, is the U.S. confectionery business unit of London-based Cadbury Schweppes plc, a global company that manufactures, distributes and markets branded confectionery and beverage products in approximately 200 countries. The brand portfolio of Cadbury Adams USA LLC and its affiliates includes Bubbaloo®, Bubblicious®, Certs®, Chiclets®, Dentyne Ice®, Dentyne Fire®, Dentyne Tango™, Halls®, Halls Fruit Breezers®, Sour Patch®, Swedish Fish®, Trident® and Trident White®.
Swedish Fish is a registered trademark of MalacoLeaf, AB, Sweden, used under license.
Genevieve Marrin, 212.242.9353 x 125