Wisk, Ripken Tout Dirt on 8 Million Bottles

Unilever touts dirt in an on-pack and online contest for Wisk that stars baseball great Cal Ripken, Jr.

The June-through-October promo lets local communities collect on-pack points and the "team" with the most points at the end of the effort wins a visit from Cal Ripken, Jr. and a ball field makeover.

Cal Ripken, Jr.

Groups register at www.wisk.com, then enter on-pack codes from 8 million bottles of Wisk to bank their points. (Groups can also submit their labels by mail.) The team with the most points wins the grand-prize makeover of a public ball field and a visit from Ripken. Five first-prize winners each get $5,000 worth of sports equipment and apparel, and 50 second-prize winners get $1,000 worth of gear. Draft, Chicago, and Alcone Marketing Group, Irvine, CA, handle.

The contest is part of Wisk's Go Ahead Get Dirty outdoor and poster campaign. Tongue-in-cheek ads "endorse" Dirt; there's even a Web site www.AmericaNeedsDirt.com that advocates getting dirty—especially for kids, who don't always get enough exercise. Lowe & Partners, New York City, handles.

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