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GERBER AND KODAK EXECUTE REGIONAL PROMOTION

 GERBER AND KODAK EXECUTE REGIONAL PROMOTION
 FREMONT, Mich., Sept. 18 /PRNewswire/ -- On Sunday, Sept. 20, Gerber


Products Company (NYSE: GEB) and Eastman Kodak Company (NYSE: EK) will team up in a test promotion that will give both companies a "big picture" perspective on their joint capabilities. Both Gerber and Kodak are market leaders within their respective product categories, and both companies have "new parent" target marketing objectives. Gerber and Kodak agree that this joint promotion potentially could yield substantial volume increases.
 The promotion features a regional, full-page free-standing insert, and utilizes Gerber Baby Foods as a "value-added" incentive to encourage repeat purchases of Gerber Baby Care and Gerber Apparel products, along with Kodak film and Fun Saver cameras.
 Highlighting the promotion is a $100,000 College Scholarship Sweepstakes, allowing one lucky winner the opportunity to provide a free college education for their baby. Ty Hicks, Gerber sales promotion manager, said, "We found that a major concern for new parents is how to fund their child's education. We developed the college sweepstakes to capitalize on that fact for maximum promotion awareness."
 The promotion will also be featured in-store throughout all categories of distribution -- grocery, drug and mass merchandise, via floor displays for Kodak film and Kodak Fun Saver cameras along with counter displays and shelf tear pads.
 According to Tom Luiz, Kodak promotion director for consumer imaging in Michigan, "Impulse purchases make up a sizable percentage of our total volume, so secondary display activity was essential to achieve this promotion's success."
 The promotion is presently in test throughout Detroit, Grand Rapids and St. Louis markets, and ongoing discussions are occurring between the two market leaders. The promotion creative was designed by Pregano and Goya Marketing, Inc. of Farmington Hills, Mich.
 -0- 9/18/92
 /CONTACT: Kate Pregano or Scott Blackwell of Pregano and Goya Marketing, 313-489-3151/
 (GEB EK) CO: Gerber Products Company; Eastman Kodak Company ST: Michigan, New York IN: FOD SU: JVN


JG -- DE017 -- 1225 09/18/92 15:16 EDT
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Publication:PR Newswire
Date:Sep 18, 1992
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