GOOD VIBRATIONS
illette Co. here unveiled its newest weapon in the escalating razor wars earlier this month, and announced plans to support the launch with a substantial national marketing push. Advancing its Mach3 line, the company introduced the M3Power, a vibrating, battery-powered refillable razor. It will be available in supermarkets and other stores in May, when it will be supported by national advertising. Leading up to the launch, Gillette will initiate a new focus on emotional advertising, as opposed to product-based advertising, in February, timed to coincide with the Super bowl. The campaign will reincorporate a product focus with the M3Power introduction. M3Power has a price point of $14.99 for the refillable razor, AAA Duracell battery and two cartridges. A four-pack of refill cartridges will retail for $10.99, and an eight-pack for $20.99.
VEGGIE CAROLS
CHICAGO -- Music, mechanical chickens, and way too many plastic eggs are the makings of an Easter video adventure. "VeggieTales: An Easter Carol," the newest in Big Idea's VeggieTales series of animated videos and music albums, will be released with the support of a radio advertising and promotions campaign this February. The campaign will include church- and school-targeted activity kits for children, a cross promotion with performer Rebecca St. James, and a Web campaign featuring e-mail blasts and games. "VeggieTales: An Easter Carol" has a suggested retail price of $12.95 for VHS and $14.98 for DVD.
SESAME SONGS
NEW YORK -- Sony Wonder, Yoplait Yumsters and Sesame Workshop announced a new partnership that will keep the clouds away on a sunny day with a program titled, "Songs From the Street: 35 Years of Music." The three companies have teamed up for a six-month, nationwide promotional campaign anchored to the release of a three-CD box set of songs from the last 35 years of "Sesame Street." "Songs From the Street" will be highlighted on packages of Yumsters. Consumers can submit two proofs of purchase from the product to receive a free five-song CD sampler by mail. There will also be a Web link listed on Yumsters packaging for a site that gives consumers a $3-off coupon for purchase of "Songs From the Street," which has a suggested retail price of $49.98.
