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Rayovac Launches Tie-in with Dr. Seuss’ The Cat in the Hat

By Nov 04, 2003

This holiday season, Rayovac, one of the world’s leading battery companies, launched the largest consumer promotion in its history: a tie-in with the upcoming Universal Pictures/DreamWorks Pictures/Imagine Entertainment film of Dr. Seuss’ The Cat in the Hat scheduled for release on Nov. 21.

According to Rayovac category business manager Sean Martin, “Dr. Seuss’ The Cat in the Hat is the perfect tie-in for Rayovac’s biggest promotion to date. We have played off the energy embodied by Thing One and Thing Two to create an innovative and exciting way to draw customers’ attention to our products and demonstrate the real value our batteries offer.”

Rayovac ties-in
with Cat in the Hat

As part of its ongoing efforts to build the Rayovac brand, the promotion, created by Cramer-Krasselt, Milwakee, features Dr. Seuss’ The Cat in the Hat characters on special packaging, POP displays, an FSI and a Web site. The special packaging is being shipped now and an FSI drops on Nov. 9 with the game scheduled to run until July 2004, or when supplies of promotional products are exhausted.

Specially marked packages of Rayovac Maximum Plus batteries features a Win This Thing or That game piece printed with a unique code that players can enter in at www.rayovac.com/cat. Players choose between two prize options; “This,” where consumers have a 1 in 10 chance of winning prizes such as sweatshirts, caps or batteries, or “That,” which offers a Grand prize of $1 million and a 2004 Ford Thunderbird.

“The ‘Win This Thing or That’ themed promotion and packaging truly captures the playfulness from the film and extends the movie experience to the consumer in a unique way,” points out Kristen Peterson, senior VP, Universal Pictures National promotions.