Nestlé Pure Life and Crayola partnered to launch the Share-a-Smile national promotion to celebrate the creativity and individuality of children.
The campaign introduces a new collection of Nestlé Pure Life kid-friendly, 8-ounce water bottles with labels designed by children. The contest asks kids draw what makes them smile for a chance to have the designs featured on some of the brand’s 8-ounce bottle labels, as well as a $25,000 scholarship and other prizes.
The two grand prize winning designs and six of the runners-up’s designs from last year are included in the new Share-a-Smile Kid-Designed Edition 24-pack that hit shelves in February. The schools that the winners attend will also receive a donation of Crayola products. The bottles can be found year-round in most grocery stores and other retail locations, and also feature special promotional packaging for the Halloween and winter holiday seasons.
This year’s Share-a-Smile marketing campaign includes national, free-standing inserts in newspapers featuring coupons for 8-ounce and .5L Nestle Pure Life products; Point of Sale in-store display material; digital media content; Nestlé Pure Life website content; an influencer campaign; social media content on Facebook, Instagram, Pinterest, and YouTube; distribution of coloring/activity books for parents to download for their kids; and a national tour of the Nestlé Pure Life Share-a-Smile studios.
Nestlé Pure Life will use Crayola’s logos in promotional materials, generate cross-merchandising in-store opportunities, and feature Crayola products at all the tour stops. Additionally, the partnership includes a sweepstakes for a chance to win a trip for four to the Crayola Experience.
