Clairol Signs Up an Unplain Jane
mour has signed on as the new spokeswoman for Loving Care hair products from Clairol here.
Seymour (whom Clairol said uses Loving Care's light golden brown, shade number 76) is pitching the hair coloring and hair care line in a series of TV commercials. The spots, shot on location, are airing nationwide and will run throughout the year. The commercials premiered in early summer
General Mills to Roll Out Betty Crocker Cereals
MINNEAPOLIS -- General Mills here plans an advertising crunch as it rolls out its first-ever Betty Crocker cereals on grocery shelves this fall. In late September or early October, the company plans to launch an aggressive marketing campaign to promote the new Cinnamon Streusel and Dutch Apple brands. The effort will include in-store floor graphics, cross-merchandising with other Betty Crocker products, television commercials and radio spots.
The low-fat cereals follow the company's introduction of Team USA Cheerios, Frosted Cheerios and Honey Frosted Wheaties. Additional flavors for the Betty Crocker cereal line are being developed.
Nickelodeon to Give Products Some Character
NEW YORK -- Nickelodeon here is licensing its children's brand into packaged foods, which tie in to the cable network's TV shows.
The network's Nicktoon characters are being promoted in select children-driven categories, including pasta, novelty candy and fruit snacks.
Kraft Foods, a key licensee, will support Nick in the Afternoon on 300 million packages of Jell-O, Kool-Aid, Oscar Mayer Lunchables and Macaroni and Cheese.
The first products in the strategy will focus on "Rugrats," the network's most popular animated series. Kraft Rugrats Fruit Snacks, manufactured by Farley Foods USA, is being launched this month, followed by Rugrats Fruit Rolls in January 1997. Rugrats Macaroni and Cheese is planned to hit shelves early next year.
This fall, a line of chewing gum, manufactured by Amurol, a wholly owned subsidiary of William Wrigley, will debut. Two of the products, Green Slime and Chewology, will be Nickelodeon branded, while the other will feature characters from the network's "AAAHH!!! Real Monsters."
Pepsi Enters 'Star Wars' Alliance
PURCHASE, N.Y. -- PepsiCo here is joining forces with Lucasfilm Ltd., Nicasio, Calif. to promote the 20th anniversary of the hugely popular Star Wars movie.
The $2 billion multiyear marketing campaign will kick off in February, which coincides with the re-release of the intergalactic blockbuster and its sequels. The effort will include worldwide advertising, restaurant decorations, Star Wars merchandise, point-of-sale displays and on-package and in-package promotions.
The alliance gives Pepsi-Cola beverages, Frito-Lay snack brands and KFC, Pizza Hut and Taco Bell restaurant chains exclusive use of Star Wars characters.
IFBC to Shine Light on Bulb Planting
HICKSVILLE, N.Y. -- The International Flower Bulb Center here is launching a national cable-television campaign to remind garden enthusiasts to plant bulbs this fall for spring blooms. The 15-second spot will air during September and October on The Discovery Channel, Lifetime, A&E and The Weather Channel. In 180 spots, the commercial will picture a house in black and white. As the scene changes to springtime, the house will appear in full color, with flower bulbs everywhere. The International Flower Bulb Center of Holland, with offices here, is a nonprofit organization that dispenses merchandising and technical information about bulbs.
Leaf Sweetens Jolly Rancher Campaign
LAKE FOREST, Ill. -- Leaf here is unveiling an "intense" multitiered marketing campaign for its Jolly Rancher candies.
The promotion, which focuses on the Jolly Rancher's "intense" fruit taste, includes the introduction of bright new packaging and a contemporary logo: "Long Lasting, Intense Fruit Flavors."
A $3 million ad campaign will break Aug. 19 with the debut of new commercials filmed to the song "All Day, All Night" by the rock-and-roll group The Kinks.
Leaf is also launching Jolly Ranchers with rounded edges, rather than square, and a new 3.6-ounce King Size pouch.
