Add Brothers Flub to the list of kids’ shows on Nickelodeon making marketers gaga for promotional deals.
An animated series from production company Sony Wonder’s Sunbow Entertainment division, Brothers Flub debuted on Nick in January. The animated weekly series follows the escapades of Fraz and Guapo, brothers of an indeterminate species whose job as “transdimensional couriers” has them delivering messages to bizarre locations. The show, which targets kids six to 11, attracts boys and girls in equal numbers and “is very Nickelodeon-looking,” says Sony Wonder senior director of marketing Laura Sullivan.
In the fierce competition to capture kids’ leisure time, “it’s really important to build awareness off-air in places where kids are also looking,” says Sullivan. So Sony shopped around a tie-in program, trying “to get as broad as we could,” she says.
Sullivan admits that pitching tie-ins for a show that hadn’t yet hit marketers’ radar screens was “very difficult. But being on Nickelodeon is a natural kid endorsement, and I think once they saw the show they were excited about it.”
Here’s a rundown of the marketers whose interests were piqued:
Skechers: The Manhattan Beach, CA-based shoe and apparel maker swings a little below its usual teen sweet spot with a back-to-school effort launched last month in Stride Rite-branded shoe departments at Macy’s. A Brothers Flub Walkin’ and Talkin’ Sweepstakes will give away Flub merchandise and Skechers products. Customers receive a free 10-minute phonecard/ keychain with purchase, then enter for instant-win prizes when activating the cards. Support includes in-store character appearances and four million newspaper circulars, according to Melisa Wolfson, president of The Creative Couch, the L.A.-based promo shop that handles Skechers.
Hansen Beverage Co.: The Corona, CA, juice company uses its first TV tie-in to launch a Community Cash program for California schools and nonprofits; it supports with offers on two million packages, TV spots in 10 markets, and regional FSIs. Groups that raise the most money get a Brothers Flub Party or $1,000 in extra cash.
Carl’s Junior/Hardees: The Anaheim-based restaurant chains will offer premiums at 4,000 locations next April and support with P-O-P including bags and tray liners.
KFC: Six premium giveaways will be touted via in-store merchandisers, door clings, speaker box toppers and drive-through panels next May at all of Louisville-based KFC’s restaurants.
GNC: The Pittsburgh-based specialty retailer is reportedly planning a premium that will be packed onto kids’ vitamins bottles, but is still working on the timing.
Whenever it runs, it sure sounds like Brothers Flub’s time has come.