Keebler introduces Snax Stix, Get Nutty; Nabisco boosts efforts

Pollack, Judann
July 1999
Advertising Age;7/19/1999, Vol. 70 Issue 30, p6
Trade Publication
This article focuses on the snack cracker industry, with the launch of a new product from Keebler Co. and marketing campaigns for Nabisco Biscuit's crackers in 1999. Keebler Co. is introducing Snax Stix, billed as its first cracker in five years. Although technically a cracker, the french-fry shaped product is aimed at teenagers and pre-teens and competes against the larger category of hand-held snacks, according to Roger Kalinowski, VP-marketing. While no TV advertising is planned, there will be couponing via newspaper free-standing inserts. Nabisco Biscuit Co. is also pumping up marketing for two of its snack crackers. In July, the company launches a 15-second spot for Wheat Thins that touts the brand's improved, crunchier taste. Keeble, with another new-product introduction in July, appears to be taking direct aim at Nabisco's Planters division.


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