Nabisco Adds Nick, Coke for 'Ween Frolic

Brandweek, July 10, 2000 by Theresa Howard

Trolling for a bigger bag of Halloween candy, Nabisco will partner with Nickelodeon for an on-pack sweeps per the kid network's ongoing "Nick or Treat" program, and with Coca-Cola for a separate merchandising push.

Though "Nick or Treat" has previously run as an online promo, Nabisco kicks up its commitment for the popular kid holiday by flagging the call-and-win contest on 20 million packages across seven brands. Supporting are 15-sec. tags, via FCB, N.Y., and an FSI to 42 million homes on Oct. 1.

Sponge Bob Squarepants, Wild Thornberrys and CatDog will appear across Halloween Oreos and new Kool Stuf Halloween S'mores. Also on tap: Cheese Nips, Ritz Bits sandwiches, Nutter Butter and Chips Ahoy.

Separately, Nabisco will partner with Coke for an in-store push with joint displays, coupons and market-specific sweepstakes.

The programs will face a heavy retail onslaught from rival Pepsi and its Frito-Lay sibling who are supporting Scooby-Doo and the Alien Invaders.

"We keep getting bigger and seeing more sales increases each year so we add another layer to it," said Angela Gutermuth, brand manager, indulgent crackers for Nabisco. What started as a merchandising push has evolved with media, consumer tactics, on-pack and online efforts.

SpongeBob Squarepants serves as pitchman on tags and an 800 number. Based on a UPC entry, SpongeBob will claim the prize as a "Nick," for which kids can win a Nick premium, or a "Treat," a Nabisco or Lifesaver product.

"We know Halloween is important so we didn't want to lose the opportunity to partner with Nabisco," said Marinn Rosenbaum, director of ad sales, promotion/marketing for Nick.