Classic Media, Brands Chill With Frosty Home Video Release

Classic Media has kicked off a multi-million dollar marketing campaign to back the holiday release of The Legend of Frosty the Snowman on DVD and VHS.

Four major brands, including LifeSavers, Frito-Lay, Keebler and Renuzit are backing the campaign, which began last week. Each brand offers a $3 mail-in-rebate with purchase of the video.

The campaign mimics theater-style promotions designed to capture consumers attention and incent in-store purchases, said Christian Gordon, VP-promotions for Classic Media.

“When you take look at each brand and what each brings to the table, [they] really make for an entertaining experience at home,” Gordon said. “You can munch on Lays Potato Chips and enjoy Keebler cookies…while watching The Legend of Frosty the Snowman.

“So many people shop in-store,” he added. “That’s why they will be able to take advantage of each offer very quickly.

Frito-Lay is promoting the home video release on 10 million packages of Lay’s Potato Chips and thousands of retail displays. Customers who buy specially marked bags of Lay’s Potato Chips and The Legend of Frosty the Snowman qualify for the $3 mail-in-rebate with proof of purchase.

LifeSavers has branded 4 million of its Sweet Storybooks and 1 million LifeSavers Candy Cane Pieces with The Legend of Frosty the Snowman characters. Meanwhile, Keebler is promoting the special rebate offer for the film on 2 million packages of Keebler Holiday Cookies and Crackers. In addition, Keebler will support the promotion with 2,000 lobby displays and 40,000 five shelf displays.

In addition to the $3 rebate, Renuzit is offering consumers an instant coupon to redeem for a free Renuzit Airlets Starter Kit. The brand supports the promotion on nearly 500,000 packages. Two FSIs dropped with the offer last week.

Based on the 1969 TV classic, The Legend of Frosty the Snowman tells the tale of Frosty’s visit to Evergreen where fun is against the rules. The town mayor, Mr. Tinkerton, also prohibits talk of tooth fairies, magic and mischief. Tinkerton’s sons and their friends spread the word about Frosty’s magical antics, but meet resistance from Evergreen Elementary School Principle Hank Pankly. Frosty helps the children of Evergreen rediscover the power of fun and play, and the courage to stand up for what is right.

The Legend of Frosty the Snowman DVD sells for $21.98; the VHS for $16.98.

Next month, Blockbuster Video plans to launch a separate promotion in support the video. Consumers who buy The Legend of Frosty the Snowman in store will receive an instant redeemable coupon for a free container of Frito-Lay Stax.

In-store signage, P-O-P, print ads, online materials and TV spots support.