-- Kimberly Clark's Depend brand repositioned its adult incontinence product line this spring with newly designed packaging, dedicated advertising, retailer promotions and updated displays. The new brand target is "zoomers," baby boomers who lead active lives. The packages feature an updated green background color, simplified graphics, images of active baby boomers, an information band highlighting product features, and an easy-to-read product guide on the back panel. Two products were also renamed to reflect their benefits: Depend Undergarments were renamed Depend Belted Shields and Depend Refastenable Underwear were renamed Depend Adjustable Underwear.
STITCH IS BACK
BURBANK, Calif. -- The Aug. 8 DVD and VHS release of "Lilo & Stitch 2: Stitch Has a Glitch" will be backed by the "largest Disney video premiere campaign since 'The Lion King 1,"' according to Buena Vista Home Entertainment. Advertising will include television, radio, print, outdoor, in-theater and online. Among the promotional partners will be Ocean Spray, and Dole Fruit Bowl and Fruit Gels, with themed bursts on 5 million packages, two full-page freestanding inserts, and a sweepstakes offering a trip to Hawaii; Land-O-Frost will have a full-page FSI, an instant win sweepstakes on deli meat packages, as well as themed in-store point-of-purchase materials and Web site exposure.
KOALA AND KROGER
NEW YORK -- As Big Tent Entertainment here prepares for the first mass market rollout of Koala Brothers products this fall, it has launched a stationery program with the Kroger Co., Cincinnati, involving a large in-store display. "The Koala Brothers" is a hit preschool series on Playhouse Disney. To promote the program, which is part of the first wave of Koala Brothers products, Disney Channel is airing the episodes twice a day. The stop-frame animated series is based on the adventures of good-natured koalas Frank and Buster whose credo is, "We're Here to Help." Additional Koala Brothers products will be introduced at the Licensing Show this week.