Highlighting the promotion will be contest in which -- for the first time on the series -- a grand-prize winner will be animated into a future episode of the Fox network series.
Contestants in the promotion will be encouraged to watch the fall season's premiere episode, in which Bart will write a message on a chalkboard. The same chalkboard message will appear inside one wrapper of some 40 million Butterfinger packages featuring Homer Simpson.
The winner will be revealed during a special Halloween episode of the show.
MESSAGE FITS WITH BART
The move is part of an overall campaign from Nestle to give Butterfinger an edgier message, which works well with Bart Simpson's traditional caustic remarks, according to Sabrina Ironside, executive director of worldwide television promotions for Fox Licensing & Merchandising.
New 15- and 30-second spots from Nestle agency J. Walter Thompson USA, Chicago, break this week, debuting the "Bite my Butterfinger" line.
The new effort wields an even sharper edge than previous campaigns, according to the marketer.
Last year's campaign carried the "Nobody better lay a finger on my Butterfinger" line.
In addition, the campaign will include magazine, newspaper and outdoor ads.
There also will be a back-to-school promotion, where a grand-prize winner will get the contents of Bart's bedroom, including a big screen TV, VCR, stereo