PRODUCTS & PROMOTIONS: THE CAT CAME BACK...FASHION FOOTCARE 2004-03-01 (1)

THE CAT CAME BACK

Calif. -- Universal Studios Home Video here will release "Dr. Seuss' The Cat in The Hat" on March 16, accompanied by an extensive marketing and promotional program. Procter & Gamble, Cincinnati, will co-market the movie with its "Good Clean Fun" national program. The program includes the Dawn, Swiffer, Cascade, Febreze and Mr. Clean brands supported by a national ad, a coupon for $2 off the purchase of the title, and an on-pack program. The Hain Celestial Group, Melville, N.Y., will feature a mail-in offer for a free Cat in the Hat plastic drinking cup, as well as a mention of the release on Soy Dream, Rice Dream and West Soy packages boosted by a direct-mail campaign and in-store point of purchase. Ray-O-Vac, Madison, Wis., will feature an on-pack message about the release offering $3 off the purchase of the DVD and instant savings on a qualifying battery purchase. All of those promotions will also be supported by their own freestanding inserts. Kellogg's, Battle Creek, Mich., will feature a "Tribute to Dr. Seuss" on boxes of Corn Flakes.

FASHION FOOTCARE

MORRISVILLE, N.C. -- Gorillas at New York Fashion Week? Nah. Yet there was guerilla marketing from Airplus stalking the runways. During last month's event, Implus Footcare, a footcare manufacturer based here, launched a new line of products for women, Airplus for Her, supported by guerilla marketing efforts and a public relations initiative in fashion and beauty magazines. Additionally, the brand's spokeswoman, manicurist to the stars Kristi Marie Jones, will be appearing at promotional events to support the launch. Among the new products were arch support insoles and heel cups designed to fit high heels. Implus is introducing its new Invisigel insoles for men and women, too. Airplus products are currently sold in Wegmans, Pathmark, Stop & Shop and United Supermarkets, among others.

Top 10 Supermarket Video Rental Titles

Rank, Last Week: Title (Weeks Out)

1,1. Radio (2), Columbia

2,2. Secondhand Lions (1), New Line/Warner

3, N. Intolerable Cruelty, Universal

4, 4. Under the Tuscan Sun (1), Buena Vista

5, 3. Open Range (3), Buena Vista

6, 6. Lost in Translation (1), Universal

7, 5. Once Upon a Time In Mexico (3), Columbia

8, 7. My Boss's Daughter (4), Buena Vista

9, 5. Out of Time (5), MGM

10, 8. Cabin Fever (3), Lion's Gate

N = New

As of Feb. 8, 2004 This chart, tailored for the supermarket video market, is based on information taken from more than 1,000 supermarket rental locations serviced by Ingram Entertainment, La Vergne, Tenn.