Who better to tout beef and chicken burritos than Cow and Chicken? This month’s cross-promo with Taco Bell marks the first licensed promotion for the original Cartoon Network series, less than two years after its debut. Starting March 1 and running to the end of the month, 4 million premiums will be distributed with kids meals through 4,200 QSRs in the U.S. and Canada. The promotion includes five premiums for kids three and up, and a ‘huggable’ figure for younger kids.
* Danon is re-launching its Danimals yogurt line with its first campaign aimed directly at kids, rather than moms. Four cartoon animals have been created to appear in new promotional material and a reported US$9-million TV campaign slated for later this spring. New packaging and flavors designed to appeal to kids ages two to seven have also been introduced, along with a plush spokes-
character on-pack offer.
* Warner Bros. has teamed up with Kraft’s Jell-O Yogurt and Conagra’s Golden Valley Popcorn to promote new Kids’ WB! series Batman Beyond. Throughout April and May, the property will appear on 2 million packages of Jell-O Yogurt kids multipacks and 2 million packages of Golden Valley’s Act II Microwave Popcorn. Both packages include a free Batman Beyond comic book offer, with the Jell-O packs also including a mini-poster and ads for Warner Home Video’s May Batman Beyond direct-to-video release.
* Sports Illustrated is targeting teens with a new Sports Illustrated for Women magazine. Response from test issues targeting the older Sports Illustrated demo mailed out in 1997 prompted a re-jig for the 16 to 24 set. Four issues of the new mag will be published this year, with a combined U.S. newsstand and subscription rate base of 250,000.
* Saatchi & Saatchi has dubbed ‘connexity’ the defining value of Generation Y, while CME KidCom has found that the top ten favorite commercials picked by kids include two beer ads and a spot for Salon Selectives. Saatchi & Saatchi’s Connexity Generation surveyed 200 representatives of Gen Y (the 78 million kids born since 1977) and found them defined by their use of digital media to connect with others and access information. CME KidCom’s Ad-Traction II survey of 800 children ages six to 17 found that commercials that rank high on the entertainment scale don’t necessarily translate into sales. Study summaries are available from the respective agencies.