GOOD HUMOR/BREYER'S READIES SUMMER ENTRIES: $15 MIL SPENDING FOR KEY BRANDS

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Good Humor/Breyer's is planning a 1998 summer marketing program heavy on new products but light on advertising.

A series of 15-second TV spots for Popsicle frozen novelties and :30s for Breyer's ice cream will support a number of new items beginning in May.

Spending is estimated at $10 million to $15 million, via Ogilvy & Mather, Chicago.

The Popsicle effort will be centered around "The Popsicle Zone," a creative theme that also will use point-of-purchase materials to brand the frozen-food case in stores. Among the new products is one co-branded with kids cable TV network Nickelodeon. Their names: the Green Slime bar, the Towering Tornado bar, Popsicle Soda Pops (a slushie-style product) and Popsicle Starship.

Along with Green Slime, the marketer is co-branding several other lines, including Minute Maid Soft Frozen Lemonade Cups; Breyer's Mix-Ins ice cream featuring Hershey Chocolate's milk chocolate with almonds and Reese's peanut butter cups; and a Breyer's Homemade flavor featuring J.M. Smucker Co.'s caramel.

KLONDIKE

Under its Klondike brand, Good Humor/Breyer's will launch Klondike Big Bear ice cream bars, Big Bear Chocolate Chip Cookie Sandwich and Big Bear Sundae Cone. The brand will be supported with free-standing insert and Catalina Marketing coupons beginning in late spring.

Under the Good Humor name, the Unilever unit plans a package of Dark & Milk Chocolate Ice Cream Bars, a fruit/chocolate ice combo called Banana Bananza and an ice pop called Smile!, all with coupon support.

HOME-MADE PHENOMENON

Capitalizing on the "homemade" ice cream phenomenon the marketer said made Breyer's Homemade Vanilla the No. 1 new packaged ice cream last year, the company is extending the line with Breyer's Homemade Light, a brand with 2.5 grams of fat per half-cup serving.

The company also has reformulated its Breyer's Fat-Free ice creams and yogurts this year.

According to Information Resources Inc., Unilever ranked third in the $3.3 billion ice cream market for the 52 weeks ended March 29. Private-label products were No. 1, with a 25.6% share. Edy's/Dreyer's came in second with a 16.2% share, with Unilever at 14.9%.

Store brands also led in the $1.6 billion frozen novelty category, with an 18.2% share, with Unilever second with 13.9%. IRI lists Klondike separately, with a share of 8.4%.

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