Stover Bid to Campfire Fans: Gimme S'mores

Brandweek,  Feb 21, 2000  by Mike Beirne

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Boxed chocolate king Russell Stover takes another step into the single-serve aisle with the April launch of S'mores, backed by TV and an FSI push.

The chocolate covered marsh-mallow and graham cracker cups get a 15-second spot on prime time and national cable to capture gateway moms and kids, said Mark Frame, vp-new product development. A budget was not available, but the confection maker spent $16.5 million on the launch of Peanut Butter and Jelly Cups co-branded with Welch's jam last July. Bernstein-Rein, Kansas City, Mo., handles.

Creative again features animated chocolate construction workers from the PB&J spots, this time building the marshmallow, cracker and chocolate shell into a treat "Stuffed with Flavor." Packaging, created in house, features a silver wrapper with orange campfire glow. The two-count S'mores will also be sold in 10-packs, bags and mini sizes. A candy dish version of S'mores in a box ships in summer. An FSI will hit next January.

With media and distribution playing their roles, Frame said the company will seek to leverage the quality position its Russell Stover and Whitman's brands have with gatekeepers. Stover will also tie its newest property, Garfield plush dolls, to sampler boxed chocolates, as it has previously with Looney Tunes and Snoopy characters. The company will allow licenses with Barbie and Batman to expire this year as it focuses on properties with more crossover appeal.

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