MARKET BRIEFS 1994-11-14

Products Push 'Pagemaster'

Some 150 million containers of branded consumer goods will feature on-pack promotions for Twentieth Century Fox's animated film "The Pagemaster," due out this holiday season. Artwork from the film will be carried on 80 million Nabisco cookie and cracker brands. Coupons for free Pagemaster t-shirts will be inserted in one million cookie packages. In Nabisco crackers, nine million packages will contain a free child's movie ticket, redeemable with the purchase of an adult ticket for the movie. The company will support the film with on-shelf and point of sale material featuring the movie. On 50 million packages, Tropicana Pure Premium orange juice will offer consumers free copies of books featured in the movie. A free standing insert and POS materials will support the tie-in. DowBrands will use two FSIs, point of purchase materials, displays and a mail-in offer to support the movie on 10 million packages of three of its brands. In Canada, Kellogg's will run a multi-brand promotion on 10 million packages of its products and support it with in-store promotions.

Greeting Card Fixture Unveiled

CLEVELAND, Ohio -- American Greetings here introduced a new display fixture designed to drive card sales in high traffic areas to build incremental sales. The "Optimum Outpost" has 108 card pockets and two removable side wings for other merchandise. Non-card products can be merchandised on the back of the rack.

Pop Secret Bags 'The Mask'

LOS ANGELES -- Artwork from New Line Home Video's film "The Mask" will be featured on more than 9 million packages of popcorn in February and March in Pop Secret's "Bags the Mask" promotion. The microwave popcorn bags will expand to show a full-sized color image of the mask. The home video itself is due out on January 19, 1995.

Private-Label Reference Book Due

NEW YORK -- The first Exclusive Brands International Sourcebook provides in-depth information about manufacturers, retailers and other players in the private-label business. It also details relationships and affiliations, identifying key buyers for retailers and wholesalers around the world. The book is $150 in the United States, $160 in Canada and $175 in other countries. For more information, contact Exclusive Brands Publications, 23 W. 35 St., New York, N.Y. 10001.

Waffles Push Power Rangers Cards

ST. LOUIS -- Packages of three varieties of Downyflake Waffles from Pet Inc. will carry six free trading cards featuring Saban's Mighty Morphin Power Rangers. Also in-pack will be a special membership opportunity to join the characters' fan club. The offer will be promoted on six million packages of the waffles in November and December. The promotion will be supported with a national free standing insert.

Goody's Will Offer Cash Prizes

WINSTON-SALEM N.C. -- Goody's Pharmaceuticals, manufacturers of Goody's Headache Powders, is giving away 22,000 cash prizes worth $2 to $1,000 and one cash prize worth $10,000, making it the largest consumer promotion in the company's history. Specially marked two-powder packages will contain game pieces for "Goody's 2 for the Money Game." Consumers match like dollar amounts from the game pieces, then return them to the company to receive their prize. Consumers may also win by mailing in entry forms carried on-pack for the company's grand prize drawing. The promotion is scheduled to start in January 1995 and will run for three months.

Miller Ties In With Super Bowl

MILWAUKEE, Wisc. -- Miller Brewing Co. is offering consumers a free 10 x 15-inch poster which ties in with Super Bowl XXIX. The posters can be displayed at point of purchase on "take one" cards. A three-foot header card with the "Catch this!" theme will be provided to retailers to use for their displays. MBC is also giving a free football commemorating the Super Bowl to consumers who send in proofs of purchase from four of its brands: Miller Lite, Lite Ice, Miller Genuine Draft or Miller Genuine Draft Lite. Where this offer is prohibited by law, consumers will have the opportunity to purchase the football.