- Rayovac here has launched a $25 million national advertising campaign starring NBA superstar Michael Jordan. In this yearlong promotion, designed to relaunch Brand Rayovac, Jordan will appear in TV spots, doing battle against animated, battery-eating devices, including a portable CD player. The ads will specifically tout Rayovac's Maximum line. Previously, Jordan has pitched Rayovac's Renewal line of rechargeable batteries. In addition to the TV spots, the campaign will include print ads in shelter books and point-of-purchase, endcap and floor-stand displays.
FUN WITH JUICE AND VIDEOS
KANSAS CITY, Mo. -- To help promote its two new Crayola home video lines, Hallmark Home Entertainment here is partnering with Mott's juices. In support of the debut of Crayola Presents Animated Tales and Crayola Kids Adventures, 140 million juice boxes will carry a trivia question or math game for kids. Each juice box will include a tag line introducing the videos. The on-pack ads will run for 12 months. Titles in the animated series include "The Ugly Duckling," "The Adventures of Mouse & Mole" and "Tales of the Tooth Fairies." The Crayola Kids Adventures titles include "20,000 Leagues Under the Sea," "The Trojan Horse" and "Tales of Gulliver's Travels."
MILK AND MONEY
CHICAGO -- The Milk Processor Education Program here will extend its back-to-school promotion through December with a new series of milk mustache ads featuring child actor Jonathan Lipnicki of "Jerry Maguire" fame.
The Lipnicki ads will feature the young star sporting a chocolate milk mustache in consumer magazine print ads. The ads, along with a consumer awareness campaign, aim to educate parents about the nutritional value of chocolate milk and set it apart from less healthy soft drinks, such as soda and fruit-flavored drinks. National outdoor advertising will show Lipnicki wearing a white milk mustache.
In the ads, Lipnicki borrows a line from his Jerry Maguire costars. The bespectacled moppet says, "I have four words for moms everywhere: Show me the milk!"
OCEAN SPRAY CRESTS TONIGHT
LAKEVILLE, Mass. -- Ocean Spray Cranberries here caps its largest promotion ever tonight with its "Refreshingly Funny Monday Sweepstakes." Tonight, consumers will tune in to NBC programming to find out if they have been selected to win one of 120 big-screen TV sets. Viewers who see their names on television are instructed to call a toll-free number and read the Universal Product Code number from any Ocean Spray product, including Cranberry Juice Cocktail and Ruby Red. The promotion was supported with television, print, radio and freestanding insert media.
FIRST FOR WOMEN'S TEAM
BATTLE CREEK, Mich. -- Kellogg Co., a sponsor of the WNBA, unveiled a limited-edition Special K box featuring the 1997 WNBA champions, The Houston Comets. The Comets are the first women's sports team to appear on a box of Kellogg's cereal.