The $5 million-plus promotion will tempt kids with a series of offers next year for instant-win and sweepstakes prizes from electronic toymaker Tiger. It will be promoted on-pack, at point-of-sale and in TV commercials.
FCB/Leber Katz Partners, New York, is creating the ads for Nabisco; the brands involved include Oreo, Chips Ahoy, Nutter Butter, Teddy Grahams, Honeymaid Grahams and Ritz Bits, the company said.
The move is another step in a plan Nabisco announced earlier this year to concentrate marketing activities around brand categories. It's also aimed at boosting sales of kids' cookies.
HIGHER PROFILE FOR THE THING
In addition, Nabisco hopes to raise the profile of the Nabisco Thing, the advertising spokescharacter it introduced nearly two years ago, by working with Tiger to create customized premiums based on it.
The promotion begins in March, featuring an on-pack offer for an electronic Nabisco Thing for $4.95 plus two proofs-of-purchase from Nabisco kids' cookie brands; the toy is also available free with five proofs-of-purchase.
The promotion resumes later next year with two major pushes for the back-to-school and holiday seasons; Tiger would not disclose additional toy tie-ins.
Tiger Electronics is the No. 3 toy advertiser behind Mattel and Hasbro.