Popworld is spending £500,000 on an on-pack and in-store initiative offering consumers the chance to win tickets to three regional Popworld concerts headlined by Liberty X, and the opportunity to attend a finale at the British Airways London Eye.
Kraft Foods will support the push with a TV campaign through J Walter Thompson.
The activity is part of a drive by Popworld to reassert its position as the definitive pop brand for teens, following a period of review in 2002.
Last week it announced the launch of a monthly Popworld magazine, a joint venture with GE magazines, which will have an initial print run of 185,000 copies.
The publication will be used, with popworld.com, to cross-promote the Dunkers link-up.
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