Pokemon Craze Hits Kellogg

Battle Creek, Mich. -- In its largest temporary P-O-P program for any of its ready-to-eat cereals and convenience foods brands, Kellogg Co. has accentuated its three limited-edition products -- Pokemon cereal, Pokemon Pop-Tarts and Eggo Pokemon waffles -- with thousands of colorful Pokemon characters that were released into supermarkets and mass merchant channels in July.Standees, spinners, headers and shelf talkers, all featuring characters from "Pokemon The Movie 2000," are at the forefront of the three-month cross-promotion from Kellogg and Nintendo of America, Redmond, Wash., creators of Pokemon.Most prominent are the 23,000 easel-backed Pokemon character floor standees, which are made of four-color litho mounted to 200-pound B-flute, and range in height from 24 to 40 inches. Approximately 12,000 colorful, battery-operated Pokemon characters that spin atop 60-inch-high poles, all constructed of a 24-point tagstock, also draw attention to freestanding and end-aisle displays from across the stores.Pallet and freezer displays of Kellogg's Pokemon-related products are further emphasized by 12,000 litho header cards that scream "Free Pokemon Stuff!" to the millions of American kids who are infected with Pokemon fever.On shelves, lenticular shelf talkers provide eye-catching graphics to strengthen the Pokemon offering."Pokemon has such a strong following that we would have hurt ourselves by not playing up the characters as vividly as we have in the design of this program's P-O-P materials," says Gerard Gausselin, manager of merchandising innovation for Kellogg."Kellogg has implemented more extensive permanent display programs, but for temporary placement, this is by far our largest and most varied P-O-P program to date," he adds.Also included in the cross-promotion are static clings and case cards, as well as an integrated marketing strategy with national television and print advertising, a dedicated Web site, freestanding inserts, and a public relations campaign.The P-O-P vendors included Rapid Displays, Chicago, which manufactured the standees, headers and spinners; Raymond Enterprises, Denver, which produced the shelf talkers; and EPI Printing, Packing and Fulfillment, Battle Creek, Mich., which manufactured the static clings and case cards. Graphic design was handled through DraftWorldwide, Chicago.Packaging and shipping of custom orders was handled by Schwarz Worldwide of Chicago.Gausselin reports that acceptance of the Pokemon P-O-P program was so fast that print runs for several pieces were increased while production was still underway.

P2PI MEMBERS

JOIN P2PI

You May Also Like

DTC Brand Finds Exclusive Retail Partner in Sephora

In-Store Experience: BJ’s Wholesale Club