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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.


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.


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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