FRITO-LAY, KELLOGG AND OTHERS GEAR UP FOR ‘NEMO’
Retail accounts will soon be swimming in an array of promotions for Disney/Pixar’s “Finding Nemo” CGI film about two clownfish separated in the Great Barrier Reef.
Partners on board for the May 30 release include Frito-Lay, McDonald’s, Kellogg, Keebler, Pepsi, Ralph’s supermarkets, Dreyer’s Grand Ice Cream, Jel Sert, ConAgra’s Orville Redenbacher, Perfetti Van Melle’s Air Heads and THQ.
Through Memorial Day, stickers on 50 million packages of Lay’s Classic, Wavy Lays, Sour Cream and Onion Lay’s, and Doritos Nacho Cheesier and Cooler Ranch will alert consumers to a sweepstakes dangling a trip for four to Sydney, Australia with a visit to the Great Barrier Reef.
The “sea of great prizes” also includes underwater digital cameras, “Nemo” games from video partner THQ, snorkel sets for two and beach towels and picnic sets. Consumers visit www.fritolay.com to enter the drawing through July 1. Pepsi’s Slice and Mug brands also participate in the promotion and will award an additional trip to Australia.
An FSI dropping May 11 to 63 million homes will carry a 55-cent coupon for recently launched Fritos Waves. A print ad in People magazine and P-O-P displays support.
Frito-Lay will join “Nemo” partners for a retail event at all of Wal-Mart’s 2,000+ locations on May 17. Kids receive 3-D glasses to use in stores to find hidden images of “Nemo.” Tracy Locke Partnership, Wilton, CT, handles the promotions and FSI for Dallas-based Frito-Lay. Landor Associates, San Francisco, takes care of the packaging.
Meanwhile, Battle Creek, MI-based Kellogg will feature “Nemo”-themed product across a variety of breakfast brands through June.
Eight different water toys depicting film characters will be packed inside Frosted Flakes, Rice Krispies, Smacks and Cocoa Crispies. Plus, Smacks, Cinnamon Crunch Crispix, Froot Loops and Frosted Flakes will carry a Nemo memory card game on back panels. A limited edition Nemo Marshmallow Froot Loops cereal will feature four of the movie’s characters. Consumers can mail in two UPCs from Frosted Flakes, Crispix and Smacks to receive a large beach towel. Kellogg’s Eggo Waffles will offer holographic swimming goggles with the purchase of two of its products plus shipping and handling. Kellogg will also feature Great Berry Reef Pop-Tarts with a wild berry filling and fish sprinkles. A pool raft is available with two Pop-Tart UPCs and shipping and handling. DraftWorldwide, Chicago, handles.
P-O-P and TV spots support. “We’re having a lot of fun with this property,” said Jenny Enochson, director of marketing communications at Kellogg.
For its snacks division, Kellogg is offering consumers who purchase two packages of select products and two gallons of milk a giant inflatable shark. Participating products are: Vanilla Wafters, Chips Deluxe, Mini Fudge Shop Fudge Stripes, Soft Batch Chocolate Chip Cookies, Rice Krispies Treat Squares and limited edition Finding Nemo cookies. The Marketing Store, Lombard, IL, handles.
Oakland, CA-based Dreyer’s Grand Ice Cream is dropping an FSI to 50 million households with a $1 off two packages of its Dreyer’s and Edy’s ice cream products. Dreyer’s will also feature two “Nemo”-themed flavors and fish-related riddles and jokes on packages and at www.conefactory.com. Chicago-based Frankel handles P-O-P displays and the FSI.
Calabasas Hills, CA-based THQ will pack free “Nemo” movie tickets in its namesake game, which will also be featured on Orville Redenbacher microwave popcorn.
