FSI Report: March 14, 2004

A variety of brands ranging from pet foods to batteries advertise promotions tied to entertainment properties in this week's FSIs. Among the Hollywood-minded campaigns: Del Monte Pet Products rolls out a line of Scooby Snacks in preparation for the theatrical debut of Warner Bros. Pictures' Scooby-Doo 2: Monsters Unleashed on March 26. A full-page FSI promotes a continuity program that lets kids save "Scooby Dollars" to redeem for memorabilia such as beach towels, tennis balls and flying disks at thinktreats.com. The "Dollars" are found inside specially marked boxes of Scooby Snacks in increments of $1, $3 and $5. The FSI gets collectors started with one Scooby Dollar. Another Scooby partner, Kraft Foods' Lunchables brand, hosts an instant-win game at lunchables.com offering three $5,000 grand prizes. One hundred Scooby-Doo mini-posters will be awarded daily. The game runs through Aug. 31 and is supported on-pack. ConAgra Foods' Chef Boyardee hosts a mail-in offer for free VHS tapes of Lucasfilm Ltd.'s Star Wars Episode I and Episode II. Consumers send in six UPCs and $2 for shipping and handling for one video, or 12 UPCs (plus S&H) for both. Elsewhere, Chef Boyardee is in the midst of an on-pack promotion playing up Cartoon Network's Clone Wars TV show. Specially marked packages contain instant-win prize messages. The grand-prize winner scores a big-screen TV and Star Wars DVDs. A separate instant-win game at chefboyardee.com awards Episode I and Episode II videos daily through March 31. Rayovac revisits its tie-in with Universal Pictures Dr. Seuss' The Cat in the Hat with a half-page FSI offering a $3 discount on the DVD with the purchase of two battery packages. (See "Retailers Give Cat a Home" in Related Articles.)Hain Celestial Group hosts a mail-in offer for a Cat in the Hat cup with UPCs from two soy drink products and $1.50 for shipping and handling. The offer runs through Dec. 31. (See "Retailers Give Cat a Home" in Related Articles.)Unilever's Slim-Fast places brand spokesperson Whoopi Goldberg on the cover of Valassis inserts in major markets. Consumers are directed to visit the Slim-Fast Support Center at slim-fast.com or call a toll-free number for free weight-loss advice. Elsewhere, Unilever Bestfoods' Skippy brand hosts a mail-in offer for free tattoo sheets depicting characters from the Cartoon Network kids' show Ed, Edd n Eddy. Additional information is found at peanutbutter.com. Procter & Gamble's Clairol again plays up its sponsorship of Twentieth Century Fox's American Idol with a "Step into the Spotlight" FSI and a buy-one-get-one-free offer for hair color products. (See "FSI Report: Jan. 18, 2004" in Related Articles.) Additional FSI-supported campaigns breaking this week include:Georgia-Pacific's Quilted Northern kicks off a sweeps offering one grand-prize winner $25,000. Entry is at quiltednorthern.com. A full-page FSI includes a $1 off coupon. Meanwhile, sister brand Brawny runs another full-page FSI featuring its new "Brawny Man" icon with a $1-off coupon. Unilever Bestfoods hypes its Carb Options product line with a spread featuring a taste guarantee. Consumers who mail in a form claiming dissatisfaction with any of the products receive their money back. Consumers who say they loved the products receive $4 worth of coupons. The FSI includes six $1 coupons for low-carb versions of Ragu, Skippy, Wish-Bone and other brands. (See "Low Carb Goes High-Profile at Retail" in Related Articles.) Reckitt Benckiser's Lysol Products plugs its sponsorship of the Great American Clean Up with a three-page insert including a co-equity overlay with Kmart. Staged by the non-profit Keep America Beautiful, the Clean Up is an annual springtime event that recruits volunteers to tackle eyesores in their communities. Clean Up events this year take place March 1 to May 31. Sponsors providing supplies and promotional support include Georgia-Pacific Corp., Johnson & Johnson, Pepsi-Cola Co., Wm. Wrigley Jr. Co., Ahold USA, Hy-Vee and Kroger Co. Kraft Foods promotes an ongoing "Taste the Madness" sweeps offering tickets to the National Collegiate Athletic Association's Final Four college basketball tournaments. A half-page FSI offers coupons for the company's It's Pasta Anytime line.

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