• Brandweek, Friday, February 19, 2010 10:26 AM

Juice brand Odwalla is launching a promotion in June in all 50 state parks systems that will prompt consumers to decide where they'd like a tree planted, Todd Wasserman reports. The company plans to spend about $200,000 in trees. In 2009, 11 state park systems participated in a similar program.

Odwalla will also do some promotion and launch a Facebook campaign, according to Shari Boyer, CEO of Government Solutions Group, which negotiated the details with the National Association of State Park Directors, which voted in December to allow such deals. "Each state system is a bit different and they have not been branded," says NASPD executive director Phllip McKnelly.

Boyer hopes other marketers will also do deals but says that only brands in certain categories will be considered and that in-park signs will be subtle. "You won't see a big Coca-Cola sign, but it might say it's 'supported by' Coca-Cola," she says.

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