Procter & Gamble and Columbia TriStar Home Entertainment are cleaning up for this month’s DVD release of the Jennifer Lopez film Maid in Manhattan with Swiffer Dusters. The partnership marks the first time a fabric and home care brand from the Cincinnati-based CPG has teamed with a movie studio for a DVD release — and the first time the division has launched a new product with an entertainment tie-in. The Dusters, an extension for the four-year-old quick-cleaning Swiffer line, launched in mid-January.
A national direct-response TV advertising campaign from March through May and an FSI (dropping April 13) support. Swiffer Dusters will carry $2 coupons good for the DVD, while the video packs $1 coupons for Dusters.
“P&G saw the natural tie between the movie and the product, and DVDs are one of the hottest consumer products right now,” says Tracey Garvin, VP-marketing at Culver City, CA-based Sony’s Columbia TriStar Home Entertainment.
Maid in Manhattan, which grossed more than $85 million at the box office, goes on sale March 25. “Swiffer is all about transforming the cleaning process into fun and the film shows Jennifer Lopez’s character’s transformation from a maid into someone else, so it worked great,” says Melissa Johnson, a spokesperson for P&G Fabric and Home Care.
P&G worked with a team of agencies for the campaign, including Barefoot Advertising, Cincinnati (print); Hawthorne Direct, Fairfield, CT (direct-response); and Manning, Selvage & Lee, New York City, which brokered the deal and handled p.r.
Insomniacs and golf fanatics rejoice! Amstel Light, White Plains, NY, has signed on as the title sponsor of The Amstel Light Iceland Open in Reykjavik, Iceland, from June 23-29. Due to the location’s round-the-clock daylight during the summer solstice, the amateur golf tournament will offer four rounds of midnight golf. Participants can also check out other activities that make Iceland the new hip international destination, including hiking, white water rafting, or soaking in mineral springs, as well as the Reykjavik “nightlife.”
Ramada Franchise Systems and sister chain Travelodge Hotels are each running a sweeps through March 27 to build Internet and hotel traffic. Ramada has teamed with MasterCard for the online A Very Good Place to Be sweeps, awarding $50,000. The partners also will give free companion airfare to guests who stay two midweek nights through April. Meanwhile, Travelodge has its own $50,000 grand prize for the Sleepy Bear’s Dream Away online sweeps. For both campaigns, Sean Oakes Studios, Brooklyn, NY, handles creative; ePrize, Farmington, MI, executes for the hotel chains’ parent company Cendant Corp., Parsippany, NJ.
Kellogg Revs Tonymobile
YES, IT PURRS. Kellogg Co. takes its Tonymobile to family venues in Chicago and Detroit this spring in its first-ever mobile marketing effort. The 23-foot “character car” crams six of Kellogg’s characters onto the vehicle (Tony The Tiger, Toucan Sam, Snap, Crackle and Pop and Dig’EM) for a tour of retail and family venues. Battle Creek, MI-based Kellogg may expand the tour with more cities and vehicles next year.
“When you create a mobile vehicle, you want something that catches the eye wherever it goes,” says Kevin Smith, senior VP-marketing services. “No matter where the Tonymobile stops, people will recognize Tony the Tiger and friends driving down the street.”
Kellogg unveiled the vehicle at the Chicago Auto Show, where attendees got info on a mail-in offer of a mini Tonymobile (for three proofs of purchase). Kellogg gave kids at the show souvenir cereal boxes with their picture on the front in exchange for three box tops. Prototype Source, Santa Barbara, CA, made the vehicle and Brigandi & Associates, Chicago, handles touring; Golin/Harris, Chicago, handles p.r.
Network
