packaged goods

Stayfree/Carefree/O.b., 'Self' In Lilith Promo


Self magazine and McNeill-PPC's feminine care product line are partnering for a promotion tied to the 2010 Lilith Tour music festival.

The maker of Stayfree pads, Carefree liners and o.b. tampons is offering a daily online sweepstakes through July 30 for a pair of tickets to the shows, which feature an array of female artists. On the o.b. Web site, people are invited to use an o.b.-branded guitar pick to strum a few bars on a guitar for a chance to win. They can also "like" the brands on Facebook in order to get a "VIP ticket tip-off." The Facebook page includes a link to a sweepstakes for the VIP package, which includes plane tickets, hotel and backstage passes.

Self has created a custom mini-magazine to be distributed at all Lilith Fair concerts from the Stayfree/Carefree/o.b. sponsor tent -- called the Lilipad. The tent offers "free samples and giveaways, photo booth snap-shops, refreshing towelettes and eco-friendly fun," according to the microsite for the promotion at The site includes info about all the Lilith tie-ins, including branded "luxury ladies' rooms" in six cities on the tour.



The joint promotion is a first-of-its-kind for the feminine protection brands and Self, according to a spokesperson.

The mini-magazine from Self is called "Love Your Lilith." The 34-page, small-format version of the women's magazine includes content specifically tailored to the tour. It features interviews and original content from several of the tour's artists, including Sarah McLachlan, Jennifer Nettles, Corinne Bailey Rae, Colbie Caillat, Sheryl Crow and Martina McBride. More than 100,000 copies of the magazine will be distributed for free this summer, and it will also be available as an iPhone app.

A deluxe version of "Love Your Lilith" also will be available in Walmart stores nationwide and at beginning Aug. 3. This extended version will feature an additional 68 pages of printed content and will be packaged in limited quantities with a 15-track CD, a magnetic photo frame and a packet of flower seeds. In a first for any women's magazine, the package will retail out of the music department. The set is available in stores and online for $5.

The Lilith tour, which has been on hiatus the past 10 years, kicked off in Calgary, Alberta on June 27 and will visit 23 cities before concluding in Washington, D.C. on Aug. 3.

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