Chiquita Brands International is readying to reach more kids by positioning bananas as a cool new energy food via several upcoming promotions, including a ‘One for the Holidays’ sweepstakes for video games and merchandise running from November 1 until December 31. Chiquita’s holiday promo is part of a 1999 multimedia initiative to get kids ages six to 11 thinking about the popular banana brand as a sports snack. The push also includes print ads running in Crayola Kids in October and November, Nickelodeon magazine in November, and in Sports Illustrated for Kids and Disney Adventures in December. The ads feature kids zooming around on roller blades, playing basketball and soccer while being ‘Chiquita-tized’ with energy. As well, the Chiquita kids Web site (www.chiquitakids.com) will be offering its wee visitors games, recipes, sports tips, songs and prizes. A newly created school curriculum called Destination South America is available at 6,500 U.S. schools this fall for grades one to six. The packages are designed to teach kids about the region’s geography, industry, ecology and nutrition.
Discovery Communications is upping its Animal Planet licensing effort by teaming up with Wendy’s in first quarter 2000 to distribute five different Animal Planet premiums in 5,200 Wendy’s locations across the U.S. and Canada. As well, interactive animal-themed games will appear on both the Wendy’s and Animal Planet Web sites.
Universal Studios is hooking up with CVS/pharmacy to tout Classic Movie Monsters branded merchandise just in time for Halloween. Beginning October 3, all 4,200 CVS stores will feature floor displays and signage to promote the merch, which includes collectible beanbag plush, PVC figures, plush, keychains, Halloween pails and eight classic Monster video titles. CVS/pharmacy will also run print, TV and radio campaigns advertising the merchandise.
NBC Entertainment has joined forces with the American Library Association for Teen Read Week to encourage kids to read outside the classroom. Running from from October 17 to 23, the program will be supported by a ‘TNBC Reads’ campaign on October 23 showing characters in Saved by the Bell: The New Class, Hang Time, City Guys and One World reading classic and contemporary novels. Teen Read Week will also be promoted on NBC in its NBC 2000 windows, which air with series credits. TNBC will link its Web site to ALA’s Teen Read Week site as well.
Mattel’s Fisher-Price division is revving up its engines to the tune of US$1 million to promote a new Harley-Davidson licensed motorcycle for little ones. A 30-second ‘It’s Harley Time’ spot was created with side-by-side images of kids riding the toy version with an adult riding the life-sized version. The ad, which launches this month, will run until December on cable, in syndication and on networks. As well, a two-page spread will appear in Parenting magazine. The campaign’s goal is to appeal to adult Harley riders who want to introduce their kids to the hobby.