BATTLE CREEK, Mich. -- Movie licenses can be a powerful marketing tool, but in today's cluttered store environment, how does one license stand out from the rest?
That was the question Kellogg Co. here had to answer when it sponsored the film "Dr. Seuss' The Cat in the Hat" from Universal Pictures/DreamWorks Pictures/Imagine Entertainment.
The company, which has been partnering with the film industry since the 1950s, launched limited-edition "Dr. Seuss' The Cat in the Hat" cereal and Pop-Tarts toaster pastries. Since the movie had a number of licenses, it was up to Kellogg to distinguish itself inside the store and out. To do so, its campaign crossed multiple lines in the Kellogg family. Over 73 million Kellogg packages included on- and in-pack contests and promotions.
Communicating the license in-store was critical to the success of the program, said Jenny Enochson, director, Kellogg USA communications. Kellogg used a number of unique forms of in-store media to do it.
"We wanted to ensure the in-store materials had the same playful, fun feel as the book and the film," said Enochson. "It is essential to capture that to attract an audience to your product."
One of the more "playful" in-store media tools used were shelf-talkers affixed with plush versions of the story's "Thing 1" and "Thing 2" characters.
"The talkers incorporate one of the story's most famous illustrations, and show the customer what he or she will receive," said Enochson.
"It is as vital to create a mix of [point-of-sale] materials as it is to engage in any other promotions," said Enochson. "Not all customers will be attracted to the same materials, and you have to embrace the brand and/or licensee's flavor."
Meanwhile, Kellogg supported the tie-in with a number of promotions, including the "Clean House Sweeps." Consumers who purchased Rice Krispies, Frosted Rice Krispies and several other cereal brands that contained the Cat's infamous white gloves could win free cleaning from a Kellogg housecleaning crew for one year.
Under another contest, consumers who found a striped hat in specially marked packages of Corn Pops cereal could win a snow boarding vacation or another vacation.
"In building a media campaign, you must focus on on- and in-pack promotions with store chains as much as you would in-store television, radio and circulars," said Enochson. "After all, that's what the customer takes home with him or her and the experience they have with the product."