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  • Auto News: Chocoholic Contestant Scores Sweet Prize in the Jeep, Brand's Sweetest Day Challenge

Auto News: Chocoholic Contestant Scores Sweet Prize in the Jeep, Brand's Sweetest Day Challenge

October 23, 2007

Oct 23, 2007
Sweetest Day is getting a sugar rush this year, courtesy of the JeepĀ®, brand. Seven sweet toothed consumers created a scene today when they licked their way through more than 700 pounds of chocolate in the "Sweetest Day the Jeep Way" challenge in Cleveland. After licking her way through a chocolate-covered Jeep grill and searching through more than 45,000 pieces of wrapped candy, Anne Gemkow of Chicago tasted victory, winning an all-new 2008 Jeep Liberty 4x4 with Sky Slider roof.
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"I never thought my sweet tooth would actually come in handy," said Gemkow. "I've always been a huge Jeep fan and I can't wait to cruise around town in my new Jeep Liberty."
The chocoholic contestants registered online at www.SweetestDaytheJeepWay.com for the chance to savor the flavor and "lick for Liberty" in the Sweetest Day the Jeep Way challenge. More than 200 consumers submitted 250-word essays answering the question - "Why do you want to celebrate Sweetest Day the Jeep Way?" Of those, seven lucky lickers were chosen to test their sweet tooth. In the spirit of the Sweetest Day holiday, no one walked away empty handed. The first runner-up received a Jeep-themed Sweetest Day prize package, which included a Jeep bag filled with a box of chocolates and a $100 gift card. The remaining five runners-up and alternates also received the Jeep-themed Sweetest Day prize package, but with a $50 gift card.
"For the Sweetest Day the Jeep Way challenge, we looked for people who are just as passionate about their sweet tooth as they are about their Jeep vehicles and who want to have fun out there," said John Plecha, Director - Jeep Brand Marketing and Global Communications. "Since Jeep owners love to cover their vehicles in mud, we decided to cover each of the seven Jeep models in chocolate instead and create a one-of-a-kind contest for a fun twist on the Sweetest Day tradition."
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To "sweeten the pot" for boys and girls in the Cleveland area, the Chrysler Foundation donated $7,000 - $1,000 for each of the vehicles in the Jeep lineup - to the Boys & Girls Clubs of Cleveland during the Sweetest Day the Jeep Way event.
The Scoop on Sweetest DayIn addition to the sugary challenge, Jeep conducted a national survey and found that 67 percent of Americans do not know the history behind Sweetest Day.1 In fact, survey results revealed:
• The Sweet Spot: Only one in three adults are aware that Sweetest Day was founded by candy makers in Cleveland as an act of goodwill.
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• Chocolate Covered Confusion: Nearly one in five adults (20 percent) mistakenly believe that Sweetest Day was founded by greeting card manufacturers, while 13 percent believe it was founded by a floral company.
• Nuts About Chocolate: Forty-six percent of Americans agree that nuts are their favorite chocolate-covered food.
Source: Chrysler LLC

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