Gaga For Grinch

Brandweek, May 8, 2000 by T.L. Stanley, Theresa Howard

Universal, Partners Look to Steal Xmas

Universal, aiming not to be outdone by other studios' heavily cross-promoted all-family holiday fare, has lined up Visa, Kellogg, Hershey Nabisco, Sprite and Wendy's for a $75 million marketing blizzard around Dr. Seuss' How the Grinch Stole Christmas.

Promotions for the Jim Carrey movie, which features extensive special effects and elaborate sets and costumes, have all been "grinched" meaning they will focus on Carrey as the furry green character in a Santa suit running amok.

Kellogg, which will spread the program across kid- and adult-targeted brands such as Fruit Loops, Frosted Flakes, Apple Jacks, Raisin Bran, Eggo waffles and Pop-Tarts, has created packaging that shows the Grinch "stealing" breakfast. Support includes TV, radio, online, FSIs and POP.

Visa, harkening to its non-entertainment based holiday programs of years past, will launch a month-long national sweepstakes dubbed "Visa and The Grinch Give Back the Holidays." The contest reimburses winners for all purchases made on their Visa cards during the holidays. Support includes dedicated TV, merchant programs, direct mail and online.

Hershey plans an on-pack offer of a Grinch candy dish on 55 million packages of its chocolate products. Support includes a 54 million-circulation FSI, on-pack and in-store. The candy marketer also will bow an in-theater program with banners, counter cards and mobiles pointing to the movie and customized Grinch products such as chocolate sleigh bells and plush stocking stuffers.

Nabisco, through 50 million packages of its Ritz Bits, Triscuit, Wheat Thins, Air Crisps, Oreos, Chips Ahoy and Teddy Grahams, plans a contest that will give 1 million consumers a prize if they can identify how the product was "grinched." Those winners will have a chance at $100,000 cash. National TV, two FSls, print, online and POP support.

Sprite, making its movie tie-in debut, will try to outdo sister brand Coca-Cola for the holidays with a heavy media buy and in-store push. Though Sprite has maintained a long-term affiliation with the NBA, Grinch would mark the brand's first foray into the world of entertainment and Coke's first opportunity to leverage its marketing pact with Universal at a time when the company seems to be reigniting interest in entertainment.

Playing up the film's anti-Santa positioning, Sprite will back its program with an estimated $10 million in on-air and merchandising efforts. While some observers consider the Sprite deal "off-strategy," sources said the Sprite attitude, green color combo and Universal link made the deal a no-brainer. Sources indicated that Coke will try to extend the tie-in through its newly inked partnership with America Online (Brandweek, April 3) via on-pack, seasonally themed CD-ROM giveaways to help support various in-store efforts.

Wendy's, aboard for its largest promotion, will offer five premiums in addition to a toy for kids under age 3.

Wendy's youth marketing manager Fay Kamer said the Grinch-themed characters will offer play value and can double as collectibles for tree-trimming or holiday decorations.

The chain will support with national ads on prime time family programming, kids TV and online efforts. Grinch characters will also be plastered on packaging, tray liners and in-store signage. Wendy's last national kids movie effort was its 1996 tie-in with Warner Bros.' Quest for Camelot.

"When you think Seuss, you think family and that reflects the Wendy's image," Kamer said.

"You put that in the holiday time period and Grinch is the first Seuss book that comes to mind. It is a classic by all means. It is nostalgic for parents who read it as children and their children are reading it now There are no surprises. It has a happy ending and the Jim Carrey influence will help it draw from across all age groups."

Kamer said that partners are in discussions on other opportunities to cross-promote each other's brands. Additional film partners could also sign up within the coming months to puff up overall support.

Rival fast food giant Burger King had shown initial interest in the Universal Pictures/Imagine Entertainment movie, which releases Nov. 17, but instead reupped with Nickelodeon for Rugrats in Paris: The Movie.

Other partners for the Rugrats sequel include Gateway Kraft, Mott's, Kids Footlocker, Toys "R" Us and Mattel. Meanwhile, Disney's 102 Dalmatians and Kingdom in the Sun are both expected to get a boost from strategic alliance partners McDonald's, Nestl[acute{e}], General Mills, among others.