SECRET AGENT VACATION
CULVER CITY, Calif. — To coincide with the March 13 DVD release of “Casino Royale,” the most successful Bond movie to date, Sony Pictures Home Entertainment is sponsoring a “Vacation Royale.” One fan and a guest will win an all-expenses-paid trip to the Atlantis Paradise Island resort in the Bahamas, where a 007 attache case will be delivered with their personal trip dossier, including options of taking a chartered yacht and sailing the waters of the Bahamas. Sony will support this promotion with an insert in the DVD, spots on cable TV and online banner ads, as well as in-theater advertising and a print ad in Sports Illustrated.
MOUTHY MAKEOVER
NEW BRUNSWICK, N.J. — Rembrandt, from Johnson & Johnson, is giving its oral health and beauty line a makeover. The company has repackaged its line of tooth-whitening pastes and treatments based on a recent survey that found 70% of people said they want a whiter smile, yet only 7% of households actually use whitening products. “Rembrandt is unveiling the new face of the brand through a provocative marketing and advertising campaign celebrating brilliant mouths,” spokeswoman Eileen Moore told SN. “Throughout 2007, Rembrandt will support the launch with TV spots, magazines, out-of-home placement and viral communications.”
ANIMAL-LOVING FUN
NEW YORK — Kids can now join Dora the Explorer's cousin Diego from Nickelodeon's animated series “Go, Diego, Go!” for animal-themed adventures in their own rooms. “Go, Diego, Go!” toddler bedding and room decor, licensed from Funhouse, a division of the Betesh Group here, includes bedding sets and blankets featuring the 8-year-old hero. The four-piece bed set is embellished with Diego and his friend Baby Jaguar at a suggested retail price of $39.99. Separate blankets have a suggested retail price of $15.99. Nickelodeon is supporting these consumer products with television, print and online campaigns between February and April.
