WWF Closes Ranks with Military; Cheerios Ga-Ga for Baby Einstein - multiple marketing and promotions briefs - Brief Article

Brandweek, June 25, 2001 by David Finnigan

The World Wresting Federation continues to scheme for world domination through more TV product placement, plus Kmart and KB Toys tie-ins, and an expanded alliance with U.S. Army and Air Force personnel--the Greatest Retail Generation.

The Army-Air Force Exchange Service (AAFES), responsible for 1,000 retail outlets on military bases worldwide, is considering more WWF product--apparel, action figures and videogames--for the holidays. Peaked interest follows March's Wrestlemania rally at the Fort Hood military base in Texas, which drew 10,000 soldiers and dependents.

"Their [AAFES] constituencies are right in our strongest demographics," said John Sohigian, WWF vp-retail marketing. "They had such strong draws [of WWF fans] in their sports bars on Monday and Thursday nights."

Supporting that fan base. WWF wrestlers recently cut morale-building, 15-second spots for use on base TV channels.

Fresh off a Father's Day WWF promotion, Kmart plans a holiday "Win the shirt off Jeri cho's back "T-shirt offer starring the WWF's Chris Jericho. Each store gives away a shirt and the grand prize winner gets a Kmart shopping spree tag-teamed with Jericho, plus a wrestling shirt worn by the man himself.

"We've got to bring our fans closer to our talent," Sohigian said, adding that Kmart tells him its top store-opening draws are appearances by WWF superstars-13 openings to date-and Nascar talent.

The WWF also is lining up fourth-quarter promotions with KB Toys, plus a possible fall boost in shelf space at Toys "R" Us. Through the Norm Marshall product placement agency WWF fare such as Jakks Pacific action figures are being put into proprooms for non-payment placement consideration in upcoming films such as American Pie II and future episodes of a dozen TV shows including Everybody Loves Raymond, Drew Carey Show, Will & Grace, Steve Harvey Show and West Wing.

"A lot of the prop guys are fans and that helps us too, Sohigian said. "Those West Wing guys are really into it'

Artisan Entertainment's latest Baby Einstein toddler videos and companion CDs will be touted on about four million Cheerios boxes this December.

"Getting Cheerios is a real coup," said Hosea Belcher, Artisan Home svp-marketing. Cheerios also helps relaunch Baby Santa Music Box this Christmas with a mail in offer for a free tot container.

Starting July 24, until just after apple friendly Halloween, Langer's Juice has Baby Einstein on about 2.1 million bottles of apple, white grape and pear juice. Bruce Langer, vp at the family owned drink company, said juice labels will offer a mail-in discount for the Baby Mozart CD while Artisan's Baby Dolittle World Animals video has a Langer's juice coupon. No media support is planned for either on-pack campaign.

Promotion-executive-about-town Katie Chin has ended her seven-month stint as senior vp-entertainment partnerships at The L.A. Office consultancy She's still doing a little consulting work there but is now focusing on cookbook writing, developing a cooking show and her catering company ... Licensing Show revelation from Miramax Films senior vp-worldwide promotions Lori Sale: "We had meetings every half-hour for three days. The mistake that we made was that we didn't book any bathroom time."