DANONE CATCHES POKEMON FEVER
By Adnews Staff
Montreal-based Danone has teamed up with Vancouver-based Nintendo of Canada to launch its first promotional partnership. The cross promotion, created by Everest Advertising/Promotion of Montreal, began in late-August. During the promotion, packages of Danone's children's products Petit Danone, Petit Danone Drinkables and X-Press Tubes include one of 48 Pokemon collectible cards. The cards depict a Pokemon character and, for cards in packages of X-Press Tubes, a tip for the Pokemon Stadium video game from Nintendo. POP materials in supermarkets across Canada are supporting the promotion, which runs until November 30. A 30-second bilingual television commercial also supports the promotion, which targets children 4-12 years of age. Everest Advertising/Promotion is a division of Montreal-based Groupe Everest.