PRODUCTS & PROMOTIONS 2002-11-18

Mr. Coffee's Birthday Bash

. Coffee is celebrating its 30th birthday and a major brand repositioning with MTV host Carson Daly and U.S. Olympic snowboarder Chris Klug. The Sunbeam Products brand is seeking to reach a younger audience of 36- to 45-year-olds, while maintaining its existing customer base. The campaign will include print ads, a sweepstakes, radio promotions, in-store promotions, a mall tour and personal appearances by Daly and Klug. "Coffee, like music and sports, is an important part of popular culture," said Alejandro Pena, vice president, marketing for the Mr. Coffee product line. "This campaign is meant to create an emotional connection with the brand by incorporating consumers' personal coffee moments."

Thomas' Honors

TROY, Mich. -- Thomas the Tank Engine is evidently on the right track. The newest release in the children's video line from Anchor Bay Entertainment, "Salty's Secret and Other Thomas Adventures," has garnered four awards in its first two months of release. These are: Dr. Toy's 10 Best Audio/Video Tapes for 2002; Dr. Toy's 100 Best Children's Products for 2002; Kids First 2002 Endorsement, and Parent's Guide to Children's Media Honor 2002. The title stars Alec Baldwin as the storyteller. "Children have been eagerly awaiting the newest programming available from Thomas & Friends, and that has translated to the success of 'Salty's Secret and Other Thomas Adventures,"' said Kristin Sands, senior brand manager, Anchor Bay.

Poison Protection

TEXARKANA, Texas -- Getting ready for Poisoning Prevention Month and Healthy Baby Month, both in March, HUMCO recently introduced its Poison Emergency Kit. Developed in conjunction with the American Association of Poison Control Centers, Washington, the kit provides consumers with the accouterments needed for a poisoning emergency. It has a suggested retail price of $9.99. The kit includes ipecac syrup, activated charcoal, a dosage cup, a "Poison Emergency Information Guide," and a magnet with Poison Control Center's toll-free number. "It's much like having a fire extinguisher," said Susan Hickey, HUMCO's corporate liaison with the North Texas Poison Center, Dallas. "When a fire occurs, you don't have time to go out and buy one."

Sensor Rides Again

BOSTON -- Backed by a heavy marketing campaign, the Gillette Co. will launch Sensor 3, its first "super premium" disposable razor, in May in North America. Among the features of the product are three independently spring-mounted blades, protective microfins and advanced lubricating strip, and different handles ergonomically designed for women and men. The marketing campaign will include media support and extensive trial-generating programs, like sampling through promotional packs, in-store displays, freestanding inserts and "Try Me Free!" mail-in rebates. The refillable Sensor shaving system was launched in 1990. Gillette expects the retail price range for a Sensor 3 four-pack to be $5.99 to $6.99 in the United States, with an eight-pack retailing for $11.49 to $12.99.