ADVERTISING WATCH 1996-07-15

CARTOONS ROOT FOR ROOT BEER

is using animated commercials and cartoon characters to promote its root beer this summer.

The "Barq's Animation Festival" combines various animation styles in a series of 30-second TV spots. The ads, designed to target the teenage audience, will feature short animated clips and the tagline, "Barq's. Hey it's the one with the bite." Radio commercials, outdoor advertisements and product sampling will also tie-in to the promotion.

Another part of the marketing campaign is the "Barq's Psychic Fish." The cartoon character, found on specially marked 12-packs of Barq's and Barq's diet soda, will predict the consumer's "fortune" when held, the company says. Consumers will also find instant-win messages for cash prizes on 20-ounce, 1-liter and 2-liter bottles.

CORONA HEADS UP WITH CONTEST

SAN ANTONIO -- Corona is touting its beer in Margaritaville this summer.

A campaign developed by Gambrinus Co. here, which imports Corona products to 25 Eastern states, Washington and the Caribbean, is using singer Jimmy Buffett and a sweepstakes to promote Corona beers -- including Corona Light, Corona Extra and other products -- during the summertime.

The campaign includes Jimmy Buffett banners, waitstaff wearables and other merchandise. The "Escape to Parrot-dise" contest offers consumers a chance to win a cruise trip. The promotions, which started May 20, will continue through Labor Day.

JELL-O SHAKIN' FOR DREAM TEAM

WHITE PLAINS, N.Y. -- Jell-O Gelatin and Pudding Snacks, a USA Basketball sponsor, has launched a summer-long program promoting the Dream Team. Jell-O, a registered trademark of Kraft Foods Inc., is offering a 48-page Official Game Program of the 1996 Dream Team Tour, complete with profiles of the players and a poster, to consumers who mail in proofs of purchases. Temporary tattoos featuring Dream Team players also have been included in 16 million gelatin and pudding packs.

Print advertisements, television commercials and freestanding inserts are being used to market the campaign. Former Boston Celtics player and coach K.C. Jones also helped the marketing effort at NBA Playoff games and Dream Team international competitions.

SLIM JIM TO BULK UP WITH WCW

RALEIGH, N.C. -- GoodMark Foods here, maker of Slim Jim Meat Snacks, is slated to team up with World Championship Wrestling for a Halloween promotion.

Slim Jim will sponsor Halloween Havoc, the season's largest Pay-Per-View wrestling event, Oct. 27 in Las Vegas. In support, it will kick off a consumer sweepstakes Oct. 5, with a "monster" truck in Slim Jim regalia as the grand prize. The mail- and phone-in giveaway will be promoted via in-store displays, eight weeks of TV and print ads and WCW weekly broadcasts. Wrestler Randy Savage will be featured throughout all ads and promos.

Slim Jim also is boosting its exposure this summer by sponsoring ESPN's "Destination Extreme" tour, which showcases inline skating, skateboarding, sky sports and bicycle freestyle. Slim Jim will be publicized through national television, product sampling, radio and signs at each tour event. Slim Jim is introducing its extra-long Extreme Stick meat snack in stores in July and August.

CHARLIE BACK IN THE SWIM

NEWPORT, Ky. -- StarKist Seafood here is returning its popular spokesman, Charlie the Tuna, to the airwaves this summer in a new series of TV commercials.

The campaign includes seven spots -- two 30-second, two 15-second and three 10-second segments -- all of which feature animation and some of which have live-action scenes.

Consumers will see Charlie, billed as "a tuna for the '90s," sipping cafe latte, surfing the Internet and playing an electric guitar. However, he still has to make the grade for StarKist.

HERSHEY PUSHES HARD LINE

HERSHEY, Pa. -- Hershey Foods here is promoting the introduction of its first hard candy, TasteTations.

The chocolate manufacturer -- whose non-chocolate items include Twizzlers licorice, Amazin' Fruit gummy candies and Jujyfruits -- is supporting TasteTations with print advertising and TV commercials plus in-store and in-market sampling.

Hershey began rolling out TasteTations last month. The candies, available in bags and rolls, are individually wrapped and come in four flavors: caramel, butterscotch, peppermint and chocolate.