Kraft Foods should modify its sweepstakes advertising to better disclose a free means of entry and the chances of winning, the Children’s Advertising Review Unit recently recommended.
Kraft launched an “Ultimate Field Trip” sweepstakes for its Lunchables product, where winners could design their own “awesome field trip.” The online ad featured a red bus with the sign “ULTIMATE FIELD TRIP” and was linked to Kraft’s site. A voiceover told listeners that the “bus is your ticket to the ultimate field trip! Ultimate means your chance to go to the Kennedy Space Center, San Diego Zoo, or the Georgia Aquarium…or you could win the first prize, $150 for your own awesome field trip.”
Listeners were then told to “just find a code inside specially marked packages of Lunchables, go to www.lunchables.com and follow the directions to see where the bus takes you!” On the bottom of the screen a written disclosure stated “No purchase necessary.” Listeners who clicked on the ad were taken to Kraft’s Web site, where they could click on an “Enter Now” icon.
CARU said that those who heard the voiceover for the ad might conclude that they had to purchase the product in order to enter the sweepstakes. Neither the written disclosure nor the “Enter Now” icon on the advertiser’s Web site provided adequate information about the free means of entry, CARU said. Kraft agreed to revise the advertisement. In its advertiser’s statement, Kraft said that CARU’s recommendations “will provide guidance going forward with respect to future executions.”
Why it matters: When running a sweepstakes, companies should remember to clearly and conspicuously disclose both the chances of winning and a free means of entry, among other requirements.