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(June 7, 2001) -- Diageo's Burger King Corp. continues its efforts to lure children into its restaurants with a new promotion featuring Nickelodeon's SpongeBob SquarePants.

Designed for play in and out of water, the toy, based on the character, changes colors. Backed by a 30-second TV spot called "Bubble Art" from Interpublic Group of Cos.' Campbell Mithun, Minneapolis, and in-store and children-targeted merchandising from sibling DraftWorldwide, Chicago, the four-week effort breaks June 11.

"SpongeBob SquarePants is one of the funniest, most irreverent shows on television today," Richard Taylor, vice president-USA marketing for Burger King said in a statement. "This show has a broad viewing audience from kids to teens to college kids, all of whom enjoy the Burger King experience. For all these reasons, it's a perfect fit with our brand." -- Kate MacArthur

Copyright June 2001, Crain Communications Inc.

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