HOUSTON -- Minute Maid is hoping that some Disney magic will enliven its frozen juice and juice drink sales.
The company, a division of Coca-Cola Foods here, kicked off a national promotion linked with the Disney holiday movie "Toy Story." Called "Unwrap the Magic," it includes in-store displays, point-of-sale aids, a pallet program, a freestanding insert, checkout coupons, giveaways and Minute Maid's first broadcast ads in eight years.
" 'Toy Story' represents our initial salvo in getting the frozen juice category moving again, along with some price declines we took in the frozen orange-juice segment at the end of August," said John Clendening, vice president of the Minute Maid business team at Coca-Cola Foods.
The national effort includes a 50 million-circulation, full-page FSI with $1-off coupons for four cans of Minute Maid; a mixed-pallet program with such POS aids as end-case signs, and an on-pack collect-and-win game.
A more intensive program for 10 major markets also includes Catalina checkout coupons, TV and radio spots with retailer airtime, in-store "Toy Story" merchandise and an in-store giveaway of a giant Christmas stocking stuffed with "Toy Story" items, which serves as departmental display.
"Nationally speaking, we've put a major effort behind POS. We've hooked it up into a program where we send out mixed pallets that are easy to order and merchandise because they're cross-docked and can go right into the store," Clendening said.