Hasbro makes surprise media call
After consolidating its estimated US$80- to US$100-million advertising account at DDB Worldwide, many expected Hasbro to stick with DDB parentco Omnicom Group and pick sister company Optimum Media Direction for media buying. Instead, Hasbro raised a few eyebrows by consolidating all media planning and buying activities at Grey Global Group division MediaCom, which formerly shared media duties with OMD.
Big G, Dodge look to Nascar for families
General Mills and Daimler-Chrysler’s Dodge division are hooking up with Nascar to drive family purchases through a ‘Dodge Countdown to Daytona’ promo running mid-January to February 18. Big G will draft more than 30 million packs across brands like Cheerios, Honey Nut Cheerios, Wheaties, Golden Grahams, Hamburger Helper and Betty Crocker Super Moist cake mix for the effort. Ten million window-pack cereal boxes will display die-cast Dodge Racing Team car premiums, while 20 million packs of Hamburger Helper will feature mail-in offers for three die-cast gold edition Petty Enterprise Dodge cars. In-store efforts include Red Zone displays pushing Pop Secret and Bugles mail-in offers for Amoco or Petty die-casts. Support includes tags on existing cereal TV spots running in January.
Dragons like apples, don’t they?
Move over Rugrats. Mott’s, the largest apple juice producer in the U.S., has signed Sesame Workshop/Sony Pictures Family Entertainment co-pro Dragon Tales for a six-month promo kicking off in March. The effort will feature POP and an instant-win game along with on-pack games, stickers, bios and badges. The promo will cover 70 million packs across 14 multiserve and juice box SKUs with new on-pack graphics and stickers refreshing the effort every 45 days. An under-the-cap instant-win game offers up a grand prize personal theme party for 50, hosted by Dragon Tales character Cassie. Five first prizes of framed collectible Dragon Tales cels and 10,000 Dragon Tales books round out the prizes.
Clifford comes back for more
Scholastic Entertainment’s Clifford the Big Red Dog is coming back to Kix and Subway for second helpings. General Mills’ Kix cereal will feature the overgrown canine on the back panel beginning in mid-February to push a self-liquidating offer for Artisan Family Home Entertainment’s Clifford title. One purchase plus US$2 gets the video.
Subway’s in too, with a Kids’ Pak promo running across 13,000 restaurants through February 18. Each meal will feature one of four Clifford premiums including a picture frame, fire chief, poseable Clifford and dog house. POP and on-line will support.
PPGs to duke it out at Cartoon
Cartoon Network is pitting Blossom, Bubbles and Buttercup against each other in a Powerpuff Girl popularity contest that will see the winner starring in a seven-hour programming marathon on March 25. Phone lines will be open from March 19 through 24 for viewers to vote on their fave flying powerhouse. The National Dairy
Association is slated to sponsor.