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Alberto-Culver sponsors Ringo Starr concert tour.

NEW YORK -- Alberto-Culver Co.'s Alberto VO5 brand should gain increased exposure in coming months as the exclusive sponsor of the 1992 Ringo Starr and the All Starr Band World Concert Tour. Running from June through September, the tour will travel through the U.S., Canada and Europe.

"We believe that concert sponsorships, especially with such super talents as Ringo Starr, are extremely successful in generating visibility and recognition for our company and for our brands," says toiletries division vice president of marketing Leah Seidenfeld. "The Starr program is perfect because it brings together loyal VO5 users with loyal Ringo fans of very similar demographics."

Playing with Ringo will be: Todd Rundgren, Nils Lofgren, Joe Walsh, and Dave Edmunds on guitar; Tim Cappello on saxophone; Timothy Schmit on bass; Burton Cummings on the keyboard; and Zak Starkey, Ringo's son, on drums. The playlist will include hits from all the band members' careers and from Ringo's album, Time Takes Time, which will debut this month.

As part of its efforts, Alberto-Culver will sponsor sweepstakes at the local and national levels. Among the prizes are front row seats, backstage passes, compact discs and entertainment centers. The grand prize is a trip for two to New York, London, Paris and Frankfurt.

Entry forms for the local contests will be available only at VO5 product displays in the hair care sections of participating chains nationwide through September 1992. Those entering local sweepstakes will automatically be entered in the drawing for the grand prize.

Alberto-Culver is supporting the promotion with extensive national television, radio and print advertising, as well as point-of-purchase display materials.

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Title Annotation:Alberto-Culver Co.
Publication:Chain Drug Review
Date:May 18, 1992
Words:268
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