General Foods Uses Contest to Debut Low-Fat Hot Beverages

General Foods International has launched an essay contest in honor of National Women's Friendship Day next month and to coincide with the relaunch of its sugar free, low fat flavors of hot beverages.

This marks the brand's first essay contest, which encourages women to submit an original essay—100 to 300 words—describing the relationship they share with their girlfriends.

Beginning Sept. 13, consumers can visit Girlfriendsinvitation.com to enter. The deadline is Nov. 30.

The top 10 essays will be judged by a panel of high-profile women with the grand-prize winner receiving a three-day, two-night trip to the La Quinta Resort & Club in Palm Springs, CA, with the girlfriends mentioned in the essay. The friends will enjoy spa treatments, private poolside cabana and unlimited use of the fitness center. The winner also receives a one-year supply of General Foods International's hot beverages. First-prize winners get $1,000 for a night of dinner and entertainment with their girlfriends and a one-year supply of the beverages.

The beverages, with two grams of carbohydrates and 30 calories per serving, are available in French Vanilla Café, Suisse Mocha, Café Vienna and Chai Latte flavors.

Print, direct mail—which includes a coupon—and a partnership with WeightWatchers.com supports. The promotion was handled in house along with DVC Worldwide's public relations division, which also handles p.r. for the campaign.

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