KP Skips is cashing in on the current Harry Potter craze on all things magical, and is to launch a limited edition flavour called Wizard’s Wicked BBQ.
Although the company is not actually using a character from the popular children’s books, the snack will have its own promotional character, called the Wizard of Stodge, who will form part of KP Skip’s advertising campaign which is due to kick off in September.
The Wizard of Stodge will appear as the enemy of the two characters Sidney and Alfie, who have already featured in a previous TV campaign created by Publicis. Packs will display the “magic” theme until January 2002.
KP Skips is to sponsor Summer at Nickelodeon – running across all three channels – Nickelodeon, Nickelodeon Replay and Nick Junior.
The channels will show four exclusive TV executions featuring the Wizard and the new flavour.
KP marketing director Mandy Ferguson says the children’s segment is worth £270m in the UK.
“The new magic campaign is spot on for Skips and builds on the success of the PokÃ©mon activity in 2000.”
Ferguson says KP holds 18 per cent market share in the children’s snack market.