With the third installment of the Ice Age franchise hitting the big screen on July 1, Twentieth Century Fox has partnered with Bazooka Candy Brands for a multiplatform program for its candy lines beginning this month.
The promo includes standalone displays featuring popular characters from the movie, with units containing Bazooka’s non-chocolate candies like Baby Bottle Pop, Push Pop, Sliderz and Bazooka Bubble Juice. Retail initiatives will be supported by extensive TV ads through July, with commercials featuring characters from the film, along with print and online advertising.
Meanwhile, Bazooka has set up a promo website at www.iceagecandy.com to house three exclusive games and animated shorts with the film’s characters and the candy. Those features will also be integrated into the popular Message in a Bottle babybottlepop.com website. TV spots and promos on CartoonNetwork.com and Nick.com should drive traffic to the sites.