Finders Keepers

Only in Brazil.

Kibon, Unilever's Brazilian ice cream brand, is offering a sweet incentive to drive sales of its Fruttare popsicles. The company is giving away 10,000 iPod Shuffles to Brazilians through March 31.

But here's the kicker: The iPods are frozen inside props that resemble the popsicles. People buy a popsicle, sold in 10 flavors, in hopes of finding a digital music player.

Winners can call an 800 number with a code to receive their earbuds and manual, which aren't included in the package. Not only that, but Kibon is sending people a real popsicle to replace the fake one used to store the iPod.

In the case of unforeseen problems with the frozen device, Apple Brazil will repair or replace Shuffles damaged in the packaging, Kibon's Web site says.

The iPods are available in five colors — silver, pink, blue, green and orange — to mimic the popsicle variety. Bullet Brazil developed the idea for Kibon.

The giveaway is being promoted on www.kibon.com.br, via TV spots and in posters and brochures. The loose translation for the name of the promotion is “iPod on the Stick.”

What will they think of next?