'Finding Nemo' Makes Big Waves at Retail

Retailers are baiting consumers with a variety of offers for this week's home-video release of Walt Disney/Pixar's summer blockbuster, Finding Nemo. The film, which became the highest-grossing animated movie of all time, is getting an impressive amount of retail support for its Nov. 4 debut. Activity tied into purchase of the video includes: In the supermarket channel, Ahold USA's Stop & Shop chain deducts $10 off the video with the purchase of six select products from participating brands Dole, ConAgra Foods' Orville Redenbacher's, Dannon's Danimals, and Kellogg's; Kroger Co's flagship chain offers $4 off select Kodak poducts and a free package of Orville Redenbacher's along with a six-pack of Kraft's Kool-Aid Burst; Albertsons Jewel-Osco chain gives away three Almond Joy, Mounds, or York bars along with two 12-packs of its private-label Max Cola; ShopRite offers $5 off the video with the purchase of select Kodak products; and Giant Eagle offers a free package of Kellogg's Pop-Tarts with purchase. Among the major drugstore chains, Walgreens gives away a box of Mrs. Fields cookies, Eckerd a six-pack of Coca-Cola's Dasani, Rite Aid a package of Swedish Fish, and Long's a six-pack of PepsiCo's Aquafina and a bag of Frito-Lay's Munchies. CVS bucks the trend slightly, with an offer for $5 off the video with the purchase of select SKUs of Procter & Gamble's Bounty, Charmin, and Tide. Among mass merchants, Wal-Mart gets an exclusive on-pack bonus CD-ROM; Kmart offers $2 off any Kodak single-use camera and a free two-liter of any Coca-Cola product; Meijer dangles free packages of Kellogg's Rice Krispies Treats and Pop Tarts and a coupon for $3 off the video with the purchase of two Energizer multi-packs; and Target gives away a package of Orville Redenbacher's. Home-entertainment giant Best Buy offers $5 off a combo purchase of Finding Nemo and one of nine select family videos, and also dangles a free Nemo DVD wallet with the purchase of the video. Rival Circuit City sweetens the pot with a free Finding Nemo mousepad. Tower Records offers a free plush toy with purchase. The video is also heavily featured in Sears' weekly circular, although the ads do not include any promotional component. Finding Nemo is also featured in two weekly FSIs: Mrs. Fields offers $2 off the video with the purchase of specially marked cookie packages. Orville Redenbacher's runs a mail-in offer for $5 off the video with the purchase of three popcorn SKUs.

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