Three times a charm? PepsiCo’s Frito-Lay and Walt Disney Pictures/Pixar hope so. The companies are teaming to promote a CGI film for the third time with this month’s Finding Nemo, a tale starring the voices of Ellen DeGeneres and Willem Dafoe about two clownfish who become separated in the Great Barrier Reef.
Frito-Lay teamed with Disney and Pixar for the theatrical and home-video release of Toy Story in 1995 and 1996 and for the theatrical release of Monsters, Inc. in 2001.
Through Memorial Day, stickers on 50 million packages of Lay’s Classic, Wavy Lays, Sour Cream and Onion Lay’s, and Doritos Nacho Cheesier and Cooler Ranch will alert consumers to a sweepstakes dangling a trip for four to Sydney, Australia with a visit to the Great Barrier Reef. The “sea of great prizes” also includes underwater digital cameras, Nemo games from THQ, snorkel sets for two and beach towels and picnic sets. Consumers visit fritolay.com to enter the drawing through July 1. Pepsi’s Slice and Mug brands also participate in the promotion and will award an additional trip to Australia.
An FSI dropping May 11 to 63 million homes will carry a 55-cent coupon for recently launched Fritos Waves. A print ad in People magazine and P-O-P displays support.
Frito-Lay will join Nemo partners for a retail event at all of Wal-Mart’s 2,000+ locations on May 17. Kids receive 3-D glasses to use in stores to find hidden images of Nemo. Other promotional partners for the May 30 film include McDonald’s, Kellogg, Keebler, Ralph’s supermarkets, Dreyer’s ice cream, Jel Sert, ConAgra’s Orville Redenbacher and Perfetti Van Melle’s Air Heads.
“Finding Nemo brings the whole summer occasion to life,” says Andrea Thomas, VP-retail events at Dallas-based Frito-Lay.
“It’s got the attitude and all the strengths of Disney and Pixar,” says Kathleen Mulcahy, partner at Tracy Locke Partnership, Wilton, CT, which handles the promotion and FSI for Frito-Lay. Landor Associates, San Francisco, takes care of the packaging.
Keebler Co.’s Wheatables crackers last month broke a campaign with the Dallas-based Susan G. Komen Breast Cancer Foundation to get women talking about breast cancer. More than 10 million packages of four Wheatables flavors will carry conversation tips for discussing breast cancer and breast health. For every five pink ribbons clipped from packages, Kellogg Co. (which purchased Elmhurst, IL-based Keebler last year) will donate $5 to the foundation. Kellogg hopes to raise $250,000. The offer also runs across 20 million packages of Strawberry and Blueberry Nutri-Grain cereal bars, Strawberry Special K bars, Original Vienna Fingers, Pecan Sandies and Double Fudge and Caramel Fudge Shoppe Clusters. An ad campaign supports. “This program will hopefully encourage women to practice regular health,” says Jenny Enochson, director of marketing communications for Battle Creek, MI-based Kellogg. Brigandi & Associates, Chicago, designed the packaging and graphics.
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