Hordes of product manufacturers, marketing directors, and entertainment property owners flooded Manhattan's lower Broadway in February for the annual American International Toy Fair, to (hopefully) identify the next unstoppable kids' property, explore tie-in possibilities, and announce upcoming programs.
While the show's trademark elevator lines seemed a little less interminable this year, there was still plenty of marketing scuttle-butt to be heard. Here's some of what PROMO saw as it made the rounds.
They're Baaaack
Pepsi returns to summer movie tie-ins with Tomb Raider.
Somers, NY-based Pepsi-Cola jumps back into movie tie-ins this summer with a consumer promotion linked to Paramount Pictures' Tomb Raider starring Angelina Jolie.
Although Paramount is trying to keep marketing details top secret, news of Pepsi's plans began circulating early last month. The effort, the company's first Hollywood tie-in since its massive Star Wars: Episode I blitz in 1999, will reportedly run across several core brands and feature a major sweepstakes. The movie is based on the successful videogame series.
Other partners backing the film include wireless phone maker Ericsson, Triangle Park, NC, which is rumored to be putting together a package equal in size to its 1997 James Bond-flavored campaign for MGM's Tomorrow Never Dies including extensive media buys, a sweeps, and in-store efforts. Dallas-based Taco Bell has signed on as QSR partner, and will no doubt work the film into P-O-P and premium offers. Detroit-based Land Rover also gets involved with programs highlighting its Destination and Freelancer trucks, according to published reports.
In all, the partners are reportedly providing somewhere near $35 million in promotional support.
With Pulp
The Minute Maid Co., Houston, TX, last month joined forces with DC Comics, New York City, to make crime fighter Wonder Woman a spokesperson for the company's new vitamin-infused orange juice.
A licensing deal between the comic book maker and Coca-Cola Co.'s juice division puts Wonder Woman print ads into 18 publications this month. The ad will also be affixed to P-O-P displays in 375 heath clubs and gyms nationwide to strengthen our message, says Minute Maid vp-refrigerated beverages Brad Goist.
Ads feature copy reading, With Vitamin C and E plus Zinc, it's no wonder Minute Maid Premium Orange Juice helps support your natural defenses. It only takes a minute, but the feeling lasts all day. Leo Burnett USA, Chicago, handles.
