Scooby-Doo Makes Retail Splash

Houston -- Coca-Cola-owned Minute Maid Co. has partnered with Warner Brothers' Scooby-Doo property to promote its Blends and Coolers products. Both products are receiving P-O-P support, which began appearing in stores on May 1 and should remain in place through mid-June. The P-O-P rollout coincides with the release of the "Scooby-Doo" live-action film hitting theaters on June 14."Scooby-Doo has high recognition across all age groups so it was easy for us to place it on the Blends product, which is more family oriented," says Chris Bearinger, promotions manager. "Scooby is also a tween target character who resonates with kids from 8 to 15, so it was easy for us to put him on our Coolers product as well."Blends is sold in a 64-ounce carton and must be kept refrigerated. Coolers come in a box with 10 individual serving pouches and are sold off the shelf. Creating a joint program proved difficult since the two products are stocked in different areas of the store. Consequently, the company designed separate programs for each product that tied into the movie in different ways.The Blends program uses a self-liquidating promotion in which consumers can mail in UPC codes to receive a free Scooby-Doo bobblehead. Graphics for the floor and danglers support the promotion.The Coolers program includes a sweepstakes with a variety of instant-win prizes. The grand prize is a trip for four to Australia to visit the Warner Brothers Movie World theme park. It is being supported with danglers and case cards."The whole theme for the theatrical release of 'Scooby-Doo' is Spooky Island, so we used a lot of tiki images on our border treatments," says Bearinger. "Also, Scooby has sort of a Carmen Miranda look in the movie so we carried that over to our Coolers packaging."Both promotions will receive exposure through other media as well. The Blends program will be featured in print ads in family oriented publications. The Coolers sweepstakes will be promoted in a 30-second television commercial that will run during kid-targeted programming.All "Scooby-Doo" promotional materials were designed by the company's sales promotions agency, Momentum of North America, St. Louis.

Scooby-Doo Makes Retail Splash

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