BevNET.com has learned that Dr Pepper is planning a promotion fit for a superhero this holiday season with Columbia TriStar Home Entertainment and its highly anticipated Spider-Man DVD release on Nov. 1, 2002.
According to the beverage maker, Dr Pepper purchasers will have the chance to instantly win prizes such as SONY Dream(TM) Systems, Spider-Man DVDs and Dr Pepper products by looking behind the label of specially marked packages of Dr Pepper.
The promotion will be in stores through December 2002 and will build on Dr Pepper and Sony Pictures Entertainment’s highly successful Spider-Man movie release promotion earlier this year.
One of the highest grossing movies of all time, Spider-Man is one of the most recognized fictional characters in America today with 85 percent household awareness. The movie had the biggest opening in history, with $115 million in box office receipts, and quickly captured records for the fastest film ever to reach the $100 million, $200 million, and $300 million benchmarks. Domestic box office receipts are currently at $403 million, and worldwide box office has exceeded $750 million.
“The success of our summer movie release promotion exceeded our expectations in terms of both consumer and retailer excitement,” said Cindi Clark, Dr Pepper’s senior vice president – marketing. “The upcoming Spider- Man DVD release will be a big attention-grabber for Dr Pepper’s 12- to 34- year-old target audience, especially during the key holiday shopping period of November and December.”
According to DPSU, Dr Pepper will incorporate promotion details into a multi-million dollar television campaign, develop a special Web site located within http://www.drpepper.com/ , and provide in-store display merchandising and point-of- sale materials featuring Spider-Man DVD packaging.
The on-pack promotion will be featured on 20-ounce and 2-liter bottles, and inside specially marked 12-packs of cans.
Spider-Man, the movie, centers on student Peter Parker (Tobey Maguire) who, after being bitten by a genetically altered spider, gains superhuman strength and the spider-like ability to cling to any surface. He vows to use his abilities to fight crime, coming to understand the words of his beloved Uncle Ben: “With great power comes great responsibility.” Directed by Sam Raimi, the film also stars Willem Dafoe as Spider-Man’s nemesis the Green Goblin, Kirsten Dunst, James Franco, Cliff Robertson, Rosemary Harris and J.K. Simmons. Written by David Koepp and based on the Marvel Comic Book by Stan Lee and Steve Ditko, the film is produced by Laura Ziskin and Ian Bryce. Avi Arad and Stan Lee are executive producers.