Nestle product extends shelf life of Disney tie-ins

Thompson, Stephanie
February 2000
Advertising Age;2/7/2000, Vol. 71 Issue 6, p20
Trade Publication
This article presents information on the launching of a Disney-themed candy-filled chocolate product called Wonderball by Nestle Chocolate & Confections in the U.S. market in February 2000. Wonderball is Nestle's attempt to find a product that allows the company to leverage its licensing agreement with Walt Disney Co. year-round. The Nestle USA division marketed chocolate bars and other candy available for a limited time that tie in with the theater and video releases of animated Disney movies, such as A Bug's Life and Toy Story. But Wonderball was created to leverage all the Disney properties regardless of current releases. Wonderball will be supported with an estimated $10 million media effort. Television advertising scheduled for March through September 2000 on cable and broadcast networks is geared to the product's 3- to 7-year-old target. Print ads targeted to moms will run in women's service magazines in March through May 2000 issues and again in November and December 2000. Radio advertising is scheduled for March on Radio Disney.


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