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THIS rtCUG! (ONIAINS Z2'/> CUPS OF SUGAI C&H sugar sacks plug a "Mary Poppins" spoon offer, in which coupon ancJ half-dollar can be redeemed for Oneida Ltd. sugar spoon with likeness of principal character of Disney film.
Posed with life-size promotional replica of Julie Andrews, star cf "Mary Poppins," are (1) J. A. Remick, marketing vice president, and W. M. Lamb, general sales manager, for C&H Sugar, one of several large firms which has tie-in ad promotions running this season in conjunction with the Disney musical. Spot tv and radio are being used in the campaign.
catcd that it rivaled the Democratic Convention."
The occasion was the premiere, in late August, of Walt Disney's newest movie success, "Mary Poppins." But it was no ordinary movie hoopla. Among the invited guests at the premiere, and at another preview a week later in San Francisco, were a number of advertisers and agencymen who — as tv viewers and radio listeners are now learning — had almost as much riding on the success of "Mary Poppins" as did its producer.
Teamed with the extra-heavy Disney merchandising and promotion effort behind the feature musical this winter are Kraft Chocolates, National Sugar Company (Jack Frost), California & Hawaiian Sugar Refining Corp. (C&H Sugar), one of the top brands of breakfast cereal, and McC all's.
Although there is no direct product endorsement by stars of the Disney film, the various advertisers concerned are more than delighted at the "loan-out" of such personalities as Julie Andrews for us: in commercials and associated promotions.
Primarily, the technique used is that of an "entertainment trailer lead-in," in which clips from the big-budget musical and/or portions of its sound track are integrated with a commercial tv sales message for consumer products.
When the deals were being worked out (and there was no lack of prospective takers), the yardstick used by the Disney merchandising division (headed by Vincent H. Jefferds) was three-fold:
• The product had to be acceptable to Disney.
• The product had to be compatible with the movie.
• The advertiser had to have a strong potential in his own marketing areas, and a sizable budget.
In actual advertising practice, the commercial tie-ins have worked out in this manner:
Knijt: This winter, prime-time commercials on Krajt Suspense Theater arc part of a major KraftPoppins promotion, which is backstopped with ads in print media.
Key item is a "Mary Poppins Match and Win" giveaway with a long list of prizes — a $10,000 grand prize, 25 Admiral tv sets, 50 Bell & Howell movie cameras,
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