NABISCO AND YTV LISTENING TO PSYKOBLAST
By Adnews Staff
Toronto-based Nabisco Ltd. and YTV are joining forces. As part of a multi-year agreement between the two companies, Nabisco is sponsoring YTV's teen targeted summer concert, PsykoBlast. The agreement focuses on involvement in the areas of advertising, promotion and research. The two companies first paired up in 1987 as a marketing test to determine the influence kids have on the sales on marketing of snack and cookie products. Nabisco's products include: Mr. Christie's, Oreo and Chips Ahoy! cookies and Peek Freans and Dad's biscuits. "Our relationship evolved over the years as Nabisco refocused its strategy to reaching kids directly," YTV Canada Inc. president Paul Robertson said. "The decision to leverage our shared equities to maximize our impact on the marketplace makes a lot of sense for both companies." PsykoBlast will be held at Paramount Canada's Wonderland on July 31 and will feature performers Take 5 and V.I.P.. YTV will broadcast nationally the event in August.