Beachgoers in five markets will soon be seeing yellow. Tweety, the famous Warner Bros. canary, will hit area beaches this month in search of teens who may be “twendsetters.”
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| Street teams are on the search for teen Tweety trendsetters |
Warner Bros. Consumer Products is sending beach teams (clad in yellow Tweety T-shirts and flip flops that leave “Tweety” imprints on the sand) in yellow Tweety-themed Volkswagen Beetles to find stylish teens who want to make a fashion statement with the canary. Teams are targeting females aged 13 to 17 who frequent popular beach areas in New York, New Jersey, Chicago, Los Angeles and Miami.
Teams will recruit Tweety trendsetters via premiums, including compacts and yellow beach umbrellas. Interested consumers who join a team will also be involved in future discussions with Warner Bros. Consumer Products to gauge teens’ tastes. Members will earn free access to products, games and Tweety news online at
tweetysquad.com.
The beach initiative, which kicked off Aug. 6, runs through Aug. 14. Teams are scheduled to appear at Fort Lauderdale Beach in Florida, Huntington Beach in Los Angeles and Chicago’s Oak Street Beach on Aug. 13, and at Point Pleasant and Seaside Heights in New Jersey and The Hamptons in New York on Aug. 13 and 14. About 7,000 premiums will be distributed as part of the campaign.
In addition, consumers who become Tweety trendsetters can enter to win a drawing for a $2,500 American Express gift card. The winner will be announced in October.
Warner Bros. Consumer Products rolled out Tweety-licensed products via Kitson and Scoop retailers in May. The collection celebrated the character as a “natural blonde.”
“Tweety has been turning heads this summer with the Kitson and Scoop collections,” said Jordan Sollitto, executive VP-worldwide marketing and international licensing, Warner Bros. Consumer Products in a statement. “Beaches are the next venue…to strengthen our communication with the important young-girl consumer that Tweety naturally speaks to.”
New York City-based Grand Central Marketing handles.
