PepsiCo, Purchase, NY, this month breaks the first of two holiday promos playing up its Power of One strategy, linking its Frito-Lay brands with beverage products.
First up is a Halloween effort Oct. 7 through Nov. 1 across signature Pepsi beverages (except Pepsi Blue) and Frito-Lay’s Chee-tos, Doritos, and Lays, with a $1 coupon good for Pepsi and Frito-Lay purchases and a $1 coupon for Pumpkin Masters product. Pepsi’s Mountain Dew, meanwhile, ties in with Los Angeles-based Twentieth Century Fox’s The Simpsons’ annual Halloween TV special with Scare Up Some Halloween Fun in-store displays that also feature Code Red, Sierra Mist, and Lipton Brisk.
Next, Pepsi teams with Burbank, CA-based Walt Disney Pictures’ The Santa Clause 2 for a holiday effort Nov. 18 through Dec. 27. All signature Pepsi brands — minus Blue — in 12- and 24-packs will include $10 in-pack offers for Hasbro toys; Lays, Ruffles, and Wavy Lays bags will carry $3 coupons from the Pawtucket, RI-based toy maker. Packages and two- and three-liter bottles will highlight “toy bucks” and holiday graphics, respectively.
Tracy Locke Partnership, Wilton, CT, handles.
Kmart Corp., Troy, MI, last month launched a four-page monthly Spanish-language magazine in an effort to build loyalty among Hispanic shoppers. La Vida features entertainment and lifestyle articles and accompanies Kmart’s new Spanish-language ad circular to one million consumers in 10 markets. Marc Anthony graced the cover of the first issue, which touted an exclusive $6.99 CD offer from the pop artist at all of Kmart’s 1,800 stores. Earlier this year, Kmart unveiled its “Kmart. Cosa para La Vida” TV and radio ad campaign. Alturas Communications, Denver, handles, in partnership with Meridian, Inc., Detroit.
The Trick-or-Treat for UNICEF campaign kicks off this year with a 30-second TV PSA starring Kelly and Cal Ripken, Jr. The spot features Cal Ripken living at Ripken Stadium and contributing to trick-or-treaters carrying a UNICEF collection box. The boxes are also available at all 800 of Fort Worth, TX-based Pier 1 Imports stores and Sears Portrait Studios, Hoffman Estates, IL, through October. McDonald’s, Oak Brook, IL, will distribute 20 million boxes beginning Oct. 4 and IKEA, Plymouth Meeting, MA, will hand out boxes from the New York City-based nonprofit at kids’ ball centers in stores.
College Television Network heads back to school this semester via two mobile tours. First up for the seven-year old network that broadcasts on 800 campuses is the fourth-annual Music Binge concert tour with presenting sponsor Best Buy. The 10-campus tour will feature activity fairs for network advertisers to sample product. Next, CTN visits eight campuses though Nov. 2 for football tailgate events. Listerine PocketPaks is sponsoring a movie-trailer tent; Just for Men will offer free hair color treatments; Universal Interactive will sample its Lord of the Rings videogame; and the U.S. Army will host a Physical Challenge for prizes.
Lastly, CTN will be featured in Glamour magazine’s 10-campus tour going through Oct. 17. Each two-day event features a fashion show for college co-eds; and auditions for a guest VJ spot on CTN. Magazine advertisers (including Canon, Chanel, Dodge) will sample product. US Concepts, New York City, handles all of the tours.
Florida’s tourism board (Visit Florida) tapped BEVsystems International, Miami, to expand sales of its 30-month-old FLA USA bottled water. Branded water is part of the Kissimmee-St. Cloud-based board’s strategy to build awareness of FLA USA as a clearinghouse for tourism info. A redesign puts a “Fun Florida Fact” and FLA USA’s Web address and toll-free number on the label. BEVsystems will also tout the state on Life O2 SuperOxygenated Water, launching in Canada this month.
Burbank, CA-based Warner Home Video last week announced six partners for the Oct. 11 home-video release of Scooby-Doo. Atlanta-based Coca-Cola is offering consumers purchasing any two 20-oz. bottles $2-coupons off the video. P-O-P items in 2,400 c-stores support. General Mills, Minneapolis, will feature the video on more than two million fruit snack packages and include a $3 mail-in rebate good for the video. Battle Creek, MI-based Kellogg puts Scooby on more than one million cereal boxes, and in-packs $3 video coupons. Kellogg’s Keebler will launch Scooby cookies with a $3 mail-in video rebate. Morristown, NJ-based Bayer Corp.’s One-A-Day Kids Vitamins will put Scooby on 250,000 packages. Pittsburgh-based Heinz will feature a $3 video rebate at allaboutfamily.com.
Minneapolis-based General Mills’ Yoplait brand this month wraps up its fifth Save Lids to Save Lives fund drive for the Susan G. Komen Breast Cancer Foundation. Yoplait boosts the maximum consumer donation this year from $500,000 to $750,000, donating 10 cents for every lid collected (up to $750,000). Yoplait six-ounce and four-ounce yogurt cups come with pink foil lids that consumers mail in to trigger donations. Yoplait enlisted celebrity designers to create high-fashion hats (a “lids” connection) for auction on eBay this fall to benefit the foundation. Designers include model and TV personality Emme.
E-Trade Group, Menlo Park, CA, expects big things from its sponsorship of the North American leg of the Rolling Stones World Tour that wraps up in Denver in February 2003. New and existing customers who open an E-Trade Securities brokerage account or an E-Trade Bank account with $250,000 or a Power E-Trade account for active traders are eligible to receive two Gold Circle tickets to a sold-out show.
Miramax Films, New York City, struck a multi-year marketing alliance with Golden, CO-based Coors Brewing Co. that includes co-hosting premiers and special events, as well as product placement in Miramax and Dimension films. Coors gets official sponsorship of all Miramax U.S. theatrical releases and product placement in at least five films over the next three years. The brewer will also be a marketing partner on films appropriate for both companies. The first Coors-sponsored film will be A View From the Top, starring Mike Myers.
Shoemaker The Timberland Co., Stratham, NH, runs a campaign through the end of this month in 500 retail stores to show consumers intimate details about their own feet. In-store “tutorials” ask consumers to trace their foot while sitting, then standing to see how the shape changes. The first 25 shoppers in each store who “test drive” Timberland Smart Comfort shoes (which change shape with feet) get a Leatherman multi-purpose tool worth $60. P-O-P displays in the 72 participating retail chains support. Cone Communications, Boston, handles.
Bristol, PA-based Jones Apparel Group’s Easy Spirit runs a 12-market mobile tour through Oct. 27 to tout its new fall shoe and clothing line. The Easy Spirit “What is Comfort?” tour will hit malls, parks, and events. US Concepts, New York City, handles. Consumers can stop in the tour’s 20-by-30-foot living room to relax in a La-Z-Boy recliner and munch on Mrs. Fields’ cookies — and try on Easy Spirit items. Those who try on clothes or shoes get a $10 coupon good in Easy Spirit stores or at easyspirit.com. O, The Oprah Magazine, New York City, will raffle off a $500 Comfort Gift Basket at the tour. National magazine ads, direct-mail, and P-O-P items support.
Dr Pepper reteams with Sony Pictures for the home-video release of Spider-Man. Starting in December, packaging on 120 million 20-ounce and two-liter bottles and inside 12-packs will feature Spidey and an instant-win game dangling 100 Sony Dream home theater systems, 5,000 Spider-Man DVDs, and half a million Dr Pepper 12 packs. A multi-million dollar TV campaign kicks off in November for the Nov. 1 release from the Culver City, CA-based studio. Equity Marketing, Los Angeles, handled creative for P-O-P items for Dr Pepper/7 UP, Plano, TX.
Norwalk, CT-based Travelers Advantage and Arlington, VA-based Space Adventure — a “space tourism” company — will send one grand-prize winner out of this world, literally, with the Edge of Space Sweepstakes. Through Dec. 31, consumers can register at travelersadvantage.com (retail value of the grand prize is $16,595).
The grand prize includes a round trip for to Moscow for a two-night stay at the Marriott Grand Hotel. The winner then gets a ride on a Mig-25 Foxbat, a leather flight jacket, a model of the aircraft, a photo of the pilot and plane, and a Space Adventure Flight Certificate. Travelers Advantage handles in-house.
Flix Pix
Loews Cineplex Entertainment, New York City, partners with the Susan G. Komen Breast Cancer Foundation for the second “Spotlight on the Cure” program. Throughout this month, Loews hosts a popcorn bucket (designed by celebrities like Conan O’Brien and Courtney Cox Arquette) eBay auction with proceeds benefiting the Dallas-based foundation, as well as a portion of the proceeds from two concession/ticket combos. Radio PSAs support at Loews’ Web site enjoytheshow.com. Loews is also partnering with Self magazine for a pre-release screening of Universal Pictures‘ The Truth About Charlie Oct. 24. Enjoytheshow.com visitors pick up free passes, and 10 percent of all concession sales go to the Komen Foundation. Marinelli Communications handles with p.r. via DL Blackman, both New York City.
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