This One is a Real Cutie

Cuties, a cross between a sweet orange and a Chinese mandarin, knows that things can go ugly without the right marketing support. That's why when Cuties hit stores in November, it did so with a $7 million integrated marketing plan that included ads, promotions and events that positioned its product as a healthy snack option, especially for children, in a fun, playful way.

Print ads read "Root for the fruit" and show a healthy Cuties mandarin orange chasing away a slice of pizza. T-shirts bearing the ad were also created, as were branded adhesive bandages, custom ice packs that say "Cuties. They're so cool," temporary tattoos and iPod covers that say "Root for the li'l guy."

These items were distributed at American Youth Soccer Organization games, Radio Disney events and other kid-friendly happenings. Members of the press also received these items, as well as Cuties branded lip balm, shoelaces and a USB port shaped like a business card. And, more than 3.5 million first through fifth grade students were exposed to the brand through custom-designed lesson plans, book covers and reward stickers.

As the rollout of the product continues through May (when mandarin orange season ends), other promotions including a Valentine's Day effort will hit markets.

"Cuties are a fast-growing citrus brand," says Dominic Engels, vice president of marketing for Cuties, in a statement. "Increasing our marketing support throughout the season will continue to grow the category, especially in today's market where we know consumers are looking for quality, health benefits and convenience."

Major league tie-in

Majoring with MLB, A Wise Move

New York Mets and Boston Red Sox fans were treated to more than just a riveting run at the Major League Baseball World Series title. They were also given the chance take batting practice at Shea Stadium and Fenway Park, respectively, and win baseball-themed prizes thanks to Wise Potato Chips.

The East Coast potato chip brand deployed “The Snack Squad” to two of its top markets from June 24 to July 13 to hand out 25,000 Wise-branded “Snack and Score” game pieces. Wise, which is the official potato chip and Cheez Doodle of the two teams, hit surrounding neighborhoods to promote its popular snack brand.

“Wise is a great street brand, and our business is primarily done in delis and bodegas,” says Amy Erlich, account director at Source Communications which handled the promotion. “It is important to take it to the streets and have fun at the same time.”

Game piece recipients had the chance to win an HP computer, go to an away game compliments of Amtrak, win game tickets as well as logoed shirts and mouse pads. The promotional products “raise brand awareness,” Erlich says. “The shirts looked like rock concert T-shirts. The image on the front was of David Ortiz and Jose Reyes. They’re cool shirts.”

Wise has given away the game pieces for three years. This year was the debut of The Snack Squad. Radio ads as well as subway and platform signs supported the promotion. Wise also has signage in both stadiums.

“The association with Reyes, Ortiz and Wise is impactful,” Erlich says.

Flavorful Restaurant Celebration

IHOP’s Most Valuable Pancake Butters up Baseball Fans

For half a century, the International House of Pancakes has been stacking them tall or stacking them short. To celebrate its 50th anniversary, the popular breakfast chain has hit the road. From May to September, “IHOP’s Discover America Road Tour” will hit 61 Minor League Baseball games in 27 cities across 8,500 miles. The trip will not only promote IHOP’s golden anniversary, but also its nine new pancake flavors.

The Most Valuable Pancake (MVP) mascot will entertain the crowd at each game and hand out collector’s cards and T-shirts. All baseball fans receive the cards when entering the stadiums; they include information about the new “Discover America Pancakes” and a buy-one-get-one-free offer.

Fans get the chance to win a T-shirt, which bears the chain’s 50th anniversary logo on the front and the cities the tour visited on the back, by interacting with the MVP and participating in games. “The promotional aspects, particularly the baseball cards, help generate additional awareness before and during the games,” says Jennifer Pendergrass, communications manager at IHOP.

Consumers can also participate online at IHOP.com. Here, they can enter the “Discover America Sweepstakes” and vote for their favorite new pancake flavor and answer state-themed trivia questions for a chance to win prizes. Grand-prize winners get a trip to Chicago, New York or Los Angeles. Other prizes include a $50 IHOP gift card redeemable at any of the 1,300-plus participating IHOP locations and baseball memorabilia contributed by the minor league ball clubs. The contest ends September 7.

Team sponsorship - The Skinny on the St. Paul Saints

On any given night, the clean-up hitter on minor league baseball’s St. Paul Saints likely wouldn’t be called skinny. Muscular maybe or occasionally a tad overweight, but from August 3 thru 9, all of the players were dubbed the “Skinny Saints.” This was part of a unique naming rights deal that the Skinny Water (asi/90296) brand struck with the team.

Visitors to the ballpark that week found that it was renamed “Skinny Water Field.” Here, the Skinny Water flag flew next to the American flag, and logos adorned the field. Behind home plate, the beverage’s tagline “0 calories 0 sugar 0 guilt” was emblazoned.
The roughly 10,000 fans that watched the team daily were handed free samples of Skinny Water as well as mementos such as rally towels and water bottles. “We are looking for promotional opportunities that not only give us an opportunity to promote the brand, but let them experience it and taste it in an environment beyond just handing them a sample,” says Michael Salaman, chairman of Skinny Nutritional. “Minor league baseball is a great environment to have them experience Skinny Water.”

The enhanced water brand, which includes multi-vitamins, antioxidants and an energy boost, is working to expand its distribution across the country. The Saints were chosen because distribution “is really starting to take off in the St. Paul/Minneapolis market,” says Salaman.

The samples, promotional products and naming rights “introduce the product to a large number of people and support our retail partners,” Salaman says. Now that’s phat.