TITLE

Airheads gets first national push

AUTHOR(S)
Thompson, Stephanie; Petrecca., Laura
PUB. DATE
March 2000
SOURCE
Advertising Age;3/13/2000, Vol. 71 Issue 11, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the tie-in promotion between Van Melle USA's Airheads taffy candy and Mattel's Hot Wheels line of toy cars in April 2000 in the U.S. Van Melle is embarking on its first national effort with a sweepstakes offer for a trip to visit the popular toymaker and on-package coupons for savings on Mattel's newest Hot Wheels introduction. To support its link with Mattel, which runs through December, Van Melle will add a 10-second tag to its existing "Airheads: Out of Control" campaign, from Avrett, Free & Ginsberg, New York. The spots, running on kids TV networks such as Nickelodeon and Fox Kids, will tout an on-package sweepstakes to win a trip for four to California to visit Mattel's headquarters and Disneyland. Van Melle also will feature the promotion on its soon-to-be revamped Airheads Web site and on point-of-purchase materials.
ACCESSION #
2883423

 

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