Classic Media Backs Peter Cottontail with Brand Tie-ins
Classic Media is rolling out a new marketing campaign with LifeSavers, Nestlé and Applebee’s restaurants around its latest animated feature Here Comes Peter Cottontail: The Movie on DVD.
To help build excitement over the DVD release next month, Applebee’s restaurants will launch an in-restaurant promotion around the movie. Starting March 15 to May 15, some 1,800 locations nationwide will offer movie-themed kids Meal activity books and cups. Each Kids Meal activity book will include a $2 coupon off the purchase of the DVD. In addition, Appleby’s will offer table tent cards and wait staff will wear Peter Cottontail-themed stickers.
For its part, Nestlé will rollout Peter Cottontail chocolate medallions under its Nestlé Crunch brand. Consumers who buy the Here Comes Peter Cottontail: The Movie DVD will receive a free Nestlé NestEggs candy product.
In addition, LifeSavers Jellybeans will feature characters from the movie on more than 2 million packages. The Easter-themed jellybeans will be available at mass, grocery and drug store outlets. Print ads, radio spots and online materials support.
Also this month, Classic Media will launch a Peter Cottontail online destination with games and activities for kids and families around the movie at PeterCottontailmovie.com.
In Here Comes Peter Cottontail: The Movie, the evil Irongate is out to take revenge after losing the Easter Bunny job to Peter Cottontail. Irontail is teaming up with Jackie Frost to plunge the world into a permanent winter. It’s up to Peter Cottontail’s son, Junior, and his friends, Flutter and Munch, to save the day. The DVD hit stores March 7 and sells for $16.98.
