Kraft Foods, Northfield, IL, will put its new Nabisco brands on the Nickelodeon bus along with Kraft Kids in a back-to-school sweeps breaking Aug. 1.
Turn School Time into Slime Time centers on an on-pack instant-win game awarding one grand-prize winner a Nickelodeon-themed day at school; the cable net will air “Slime Time Live” from the winner’s school and host a private concert with an unidentified “hot musical talent.”
Other prizes in the $1.5 million pool include cash payouts ranging from $5 to $500. P-O-P displays shaped like a school bus — a Nabisco favorite in past back-to-school campaigns — feature Nick characters. Participating brands include Kraft Macaroni & Cheese, Post cereals, and Nabisco cookies, crackers, and fruit snacks.
Despite being in a quiet period while awaiting SEC approval of the purchase, Kraft and Nabisco had a major shared presence at the FMI Show last week. New products showcased include Nabisco Kool Stuff toaster pastries (featuring Oreo, Honey Maid, and Chips Ahoy flavors) and fruit bars; Kool-Aid Magic Twists (which change color during mixing), Jell-O Oreo Pudding Snacks, and Planters Seasonuts and Sweet Roasts flavored nuts.
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