Kellogg, Energizer Drive Promos for Disney’s Cars
Energizer and Kellogg’s are among the latest brands to sign on as promotional partners backing Disney’s/Pixar’s upcoming release of the animated film Cars.
Energizer is offering Cars-themed flashlights and collectible Cars launchers in advance of the film, due out June 9. Consumers will receive one of three Cars launchers in specially marked packages of Energize Max AA eight-count batteries. The Cars flashlight collection includes a handheld Energizer flashlight consumers can personalize with Cars stickers, squeeze-light key chains based on Cars characters and a two-way Cars-themed light.
In addition, Energizer has teamed up with Mattel to launch a sweepstakes tied to the movie. Consumers can enter the Energizer Cars sweepstakes at Energizer.com/Cars. Energizer is giving away 100 grand prizes of a Cars-themed Power Wheels by Fisher-Price. Another 200 first-prize winners will receive a Fisher Price Fast Talkin’ McQueen; 100 second-prize winners get a radio controlled Cars vehicle based on the character Mater. The sweepstakes runs through Sept. 30. Online materials support.
Cereal-maker Kellogg’s is out with Cars-themed packaging offering one of six premiums in boxes of Apple Jacks, Cocoa Krispies, Corn Pops, Froot Loops, Honey Smacks, Rice Krispies, Frosted Flakes and Mini Wheats. In addition, consumers will find mail-in offers for Cars-themed merchandise on packages of Eggo French Toaster Sticks, Eggo Waffles products, Keebler cookie, Keebler cracker and Rice Krispies Treat products. Offers include Cars-branded street signs, Cars custom license plates, Cars key chains and Cars branded breakfast sets. Kellogg’s Pop-Tarts brand is giving away Cars RC pens in specially marked packages. On-pack materials support.
Likewise, General Mills’ Yoplait brand is reworking packaging of its Gogurt portables and Gogurt smoothie products in support of the film. And starting June 9, McDonald’s will offer Cars-themed premiums in its Happy Meal and Mighty Kids Meals. Consumers will receive one of eight Cars toys in kids’ meals through July 6. Online materials, TV spots and in-store P-O-P will support. The Marketing Store Worldwide, Oak Brook, IL, handles McDonald’s promotions.
Other promotional partners lending support include direct mail company Intelligent Direct Marketing (IDM) and State Farm (Xtra, May 10, 2006).
