Garfield
Gulps Up Goldfish Partnership.
IN-STORE MARKETER INSTITUTE, May 2004
By Carrie MacMillann
Pepperidge
Farms' Goldfish brand has been lured by Twentieth Century
Fox's Garfield into developing the company's largest marketing
campaign
to date
An estimated 10 million packages across five Goldfish SKUs
are sporting Garfield imagery and include web decoders to
use in the "Search for Odie" sweepstakes inside.
Consumers visit pfgoldfish.com and hold the decoder up to
the screen to reveal clues. Visitors who submit guesses
are automatically entered into the sweeps, which runs through
Oct. 1 and offers a grand-prize trip to Hollywood for four.
One hundred MP3 players will be awarded as runner-up prizes.
In-store support includes six-foot tall lobby displays and
pallet displays.Wal-Mart is selling an exclusive 38-ounce
SKU with collectible Garfield
figurines inside. Pallet displays with base wraps promote
the item.
Kobin Enterprises, New York
City, brokered the tie-in and developed thepromotion. Ryan
Partnership, Wilton, CT, handles P-O-P and New York
City-based Young & Rubicam takes care of TV spots.
The promotion marks the Campbell Soup Co. division's first
movie tie-in and is part of the 40-year-old Goldfish brand's
efforts to tweak its image toreach a younger audience. The
brand's Flavor Blasted line, with metallic packaging and
new flavors such as Xplosive Pizza and Nothin' But Nacho,
targets tweens.
The live action/CGI film, which stars Bill Murray as the
voice of Garfield, opens June 11 and boasts a variety of
tie-in partners.
The Dole Food Co. will use collectible Garfield stickers
on 100 million bananas and other P-O-P materials to tout
a sweeps offering a character
drawing by Jim Davis, the cartoon's creator. The campaign
breaks in mid-June and will feature account-specific activity,
including contests and Garfield displays, with various retailers
nationwide.
Ashley
Furniture Industries is offering a Garfield gift to consumers
purchasing a recliner or furniture package and staging a
sweeps dangling a
trip to the movie's premiere, an 18-piece furniture set
and a JVC home entertainment center. And timed to Father's
Day next month, Ashley Home
Stores will host a coloring contest awarding the child with
the best Garfield drawing a recliner. A national circular,
P-O-P and TV ads support.
Centra Marketing, Westbury, NY, handles.Meanwhile, Wendy's
will run a Kids Meal program with five Garfield premiums
supported by P-O-P, and direct-mail house Valpak will host
a sweeps and
instant-win game on 48 million envelopes.
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