Brands Float with <I>Shark Tale</I>

Retailers this month are swimming in promotions from product vendors tying into DreamWorks SKG's Shark Tale theatrical release. Partners on board for the animated film, which opens today, are Coca-Cola Co., General Mills, HP, Krispy Kreme, Burger King and Great Clips. Among promotional activity: Coca-Cola lines up its soft drink, Minute Maid and Hi-C brands for a tie-in communicated on more than 100 million packages. Coke uses the tie-in to put a new spin on its music-focused "Real" advertising campaign, while Minute Maid and Hi-C run on-pack promotions. By mailing in three proofs-of-purchase from select Minute Maid and Hi-C SKUs and $3 in shipping and handling fees, shoppers receive a free Shark Tale movie ticket. Consumers can also enter codes found on participating packages at howdoyouhangout.com to download a preview of Activision's Shark Tale game. A supporting FSI dropped Sept. 26. Displays in 40,000-plus retail locations support Coke's overall program, as does a national TV campaign and activity at cokemusic.com. Account-specific overlays are taking place at retailers including Meijer, Family Dollar and A&P's Super Fresh. (See "Retailers Test the ... " in Related Articles.) As part of its ongoing partnership with DreamWorks, General Mills plasters Shark Tale on 40 million packages of Totino's, Pop Secret, Pilsbury and other brands. Great Clips, Inc. hosts a "Lookin' Good" sweeps in its hair salons offering a trip for four to the film's U.S. premiere, a home theater system and a DreamWorks DVD library. Entry is at greatclips.com. As the studio's preferred technology partner, HP hypes the release with online kids' activities and games. Krispy Kreme introduces a Kelpy Kreme donut and stages events in stores, while Burger King places 10 character-based interactive toys in Kids Meal boxes. Meanwhile, Kraft Foods' Nabisco unit is using Dreamworks' Shrek 2 as the hook for its Halloween marketing efforts. The company's Oreo brand advertises a sweeps awarding 1,000 Shrek 2 DVDs on packages. In-store support includes Shrek-themed lobby displays at retailers including Ahold USA's Stop & Shop, Safeway and Albertsons. The film debuts on home video Nov. 5. (See Related Articles.)

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