Toon Disney, Disney/ABC Cable Network’s 24-hour, all-animation channel, and Frito-Lay Inc. are teaming up this summer to bring the spirit of Disney animated characters to more than 80 million packages of Frito-Lay products.
In addition to significant media and on-package advertising, the campaign — titled “Look for Magic in the Bag” — will feature an instant-win game offering cash, Frito-Lay product and Toon Disney prizes.
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The multibrand, multiproduct campaign is set to run beginning today, June 5, through July 8, 2000. The agreement marks the first time Toon Disney, one of the fastest-growing emerging cable networks, has partnered with an outside party for a promotion of this type and size.
“This partnership with Frito-Lay represents a new landmark for us in that `Look for Magic in the Bag’ is the single largest off-channel promotion yet created for Toon Disney,” said Adam Sanderson, senior vice president, marketing, Disney/ABC Cable Networks.
The “Look for Magic in the Bag” promotion will run in Frito-Lay distribution channels nationwide. During the promotional period, more than 80 million packages of Frito-Lay supermarket-size products, including selected Lay’s, Cheetos, Ruffles, Doritos and Fritos products, will feature a “Call your cable operator for Toon Disney” message.
Additionally, Toon Disney’s logo will be featured on approximately 10 million collectible instant-win prize cards. One of six different Toon Disney characters will also be featured on the cards, which will include from $5 to $100 cash or a redeemable certificate for a Toon Disney premium item or Frito-Lay product.
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By GlobalDataFrito-Lay will support the promotion with a multimillion-dollar media campaign, which includes local television promotion, in-store POP and merchandising. Additionally, the promotion will receive on-air exposure in support of Toon Disney’s “Fab Five Fourth” programming stunt.
Toon Disney lets Mickey Mouse, Minnie Mouse, Donald Duck, Goofy and Pluto set off the fireworks on Independence Day, Tuesday, July 4, 2000. To celebrate the festivities, the network will spotlight Disney’s “Fab Five” in a special July Fourth marathon. For 12 hours beginning at 11 a.m. ET/PT, Toon Disney will showcase more than a dozen animated specials, some of which are compilations of the characters’ most treasured cartoons.
Frito-Lay, with headquarters in Plano, Texas, is the $11 billion snack-food division of PepsiCo Inc., which is based in Purchase, N.Y. Frito-Lay is the market leader in half of the world’s top 10 snack-chip markets, with operations in 40 countries and a family of global, multibillion-dollar brands including Lay’s Potato Chips, Doritos Tortilla Chips, Ruffles Potato Chips and Cheetos cheese-flavored snacks.
Toon Disney, Disney/ABC Cable Network’s 24-hour all-animation network, features cartoons from the Disney library. Toon Disney is a subsidiary of The Walt Disney Co.
