FLYING HIGH
CITY, Calif. -- For the eternally young at heart, Universal Studios Home Video here will release the live action "Peter Pan" movie supported by a national marketing and promotional campaign that is all grown up. Mott's Magic Mix-ins, a brand of Stamford, Conn.-based Mott's, take flight with a multi-level partnership with the movie which includes a $5 rebate on the DVD offered for any purchase of the release and any two Magic Mix-in products; a coupon with the DVD offering 55 cents off the purchase of any one Magic Mix-ins product; and co-branded signs featuring Magic Mix-ins and "Peter Pan" at grocery stores and Wal-Mart, as well as on the Mott's Web site. Peter Pan Peanut Butter, a brand of ConAgra, Omaha, Neb., has an insert in the DVD for a branded cookie jar, and peanut butter labels will feature characters from the movie and information about the DVD. A coupon for $3 off the purchase of the "Dr. Seuss' The Cat In the Hat" also will be included in the "Peter Pan" release. Mrs. Fields will offer a coupon good for five free nibblers cookies with the purchase of the DVD or VHS. The DVD comes at a suggested retail price of $26.98; the VHS is priced at $24.98.
KRAZY KRITTERS
ATLANTA -- Dixie, a division of Georgia-Pacific here, is getting kooky with some Krazy Kritters this spring and summer. Dixie is launching bowls, cutlery and napkins to complete its line of disposable kids tableware, called Krazy Kritters. The launch is supported by a multi-tiered communications push that includes print advertising, freestanding inserts, in-store media, a Krazy Kritters-themed NASCAR vehicle and a new Web site. The cornerstone of the communications program is the Krazy Kritters Create a Plate contest running May 1 through Sept. 9. Kids are encouraged to draw or color an original design. The winning entry will be produced and sold as a limited edition plate while earning its author a four-day trip for four to New York for the Macy's Thanksgiving Day Parade.
COVERGIRL'S GOT SOL
HUNT VALLEY, Md. -- CoverGirl is set to catch some rays this summer with its "You Gotta Have Sol" color collection and an upgraded palette of Continuous Color Nails shades. The "You Gotta Have Sol" collection will be available nationwide beginning in May. The line includes bronzers, lip gloss, eye shadows and a tinted moisturizer with sun protection ranging from $3.15 to $6.95. The Continuous Color Nail line will be available in tropical shades beginning in July with a suggested price of $2.99. CoverGirl will support the new line with national print advertising beginning in June in beauty magazines featuring company model Molly Sims. Marketing for the new nail shades begins in July, followed by television advertising.
