Nickelodeon and Kraft are teaming up to add new sensory levels to the TV experience this August and September with a US$50-million ‘Smell-O-Vision’ cross-promotion. The back-to-school campaign features scratch-and-sniff cards available with boxes of Post’s kid cereals, Jell-O Yogurt, 10-packs of Kool-Aid powder and Polly-O string cheeses, as well as 3-D glasses on packs of Kraft Macaroni & Cheese, Kool-Aid Bursts and Oscar Mayer Lunchables. The premiums will enable kids to view 3-D images and smell along with returning Nick shows The Wild Thornberrys and CatDog, as well as fall debuts Rocket Power and SpongeBob SquarePants. About 100 million packs of Kraft kids products will feature the campaign, with additional support from in-store displays, print ads, TV tags on cereal ads and on-air promo spots.
U.K.-based Carlton International has joined forces with ITV and licensees Dorling Kindersley, Columbia TriStar and Vivid Imaginations to launch a US$1.6-million promotional campaign for Mopatop’s Shop in the U.K. this fall. The cross-promotion will feature national TV, radio, print and movie trailer advertising, along with in-store displays, live events and on-air promotions. The campaign is timed to kick off the second season of the Jim Henson/Carlton Television production and hype the launch of a new Mopatop’s Shop line of licensed product debuting from Carlton International’s Consumer Products Group for the 1999 holiday season.
Subway is continuing to tie in to blue-chip kid properties with a Dexter’s Laboratory promotion running August 23 to October 3. The partnership with Cartoon Network will spawn four premiums for Kids’ Pak meals, including Dexter’s Measurer, Dexter’s Torpedo Soaker, Dexter’s Writing Tablet and Dee Dee’s Launcher. A ‘Dexter’s Super Computer Giveaway’ sweepstakes rounds out the promotion with a souped-up home computer and Dexter DVD library as the grand prize.
Paris-based licensing agent V.I.P. is spinning its licensed kid properties into inexpensive comic strip books suitable for giving away as premiums. The books will be published by Les Editions CentLys, a new venture launched by V.I.P. last January, which will publish both traditional and promotional books. French advertisers can choose from a catalog that includes Peanuts, Goosebumps, Zorro, Dilbert and French comic strip property Rahan for premiums suitable for QSR and on-pack promotions.
Scholastic Entertainment has partnered up with Campbell’s and Smucker’s for two back-to-school promotions pushing The Magic School Bus animated series. Starting this month, consumers who mail in five proofs-of-purchase from a choice of six Campbell’s products receive Rainforest Field Trip Activity Kits for US$5.99 and 200 bonus labels to be redeemed through Campbell’s ‘Labels For Education’ program at participating U.S. schools. Smucker’s joins in with an offer for Scholastic’s Ready, Set, Dough video for US$3.99 with two proofs-of-purchase from Goobers brand peanut butter and jelly. National FSIs, in-store POP and print ads support.