Industry News | June 7, 2001

Burger King SpongeBob SquarePants

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The underwater crew from SpongeBob(TM) SquarePants will soon surface at the more than 8,300 participating Burger King® restaurants nationwide. Beginning June 11th, Big Kids Meal and Kids Meal customers can enjoy one of seven SpongeBob(TM) toys designed to be used both on land and in the water, an innovative feature that sets these premiums apart. The four-week promotion offers kids the chance to bring a part of the fictional undersea city of Bikini Bottom home with them.

"SpongeBob(TM) SquarePants is one of the funniest, most irreverent shows on television today,'' said Richard Taylor, vice president of USA marketing for Burger King Corporation. "This show has a broad viewing audience from kids to teens to college kids, all of whom enjoy the Burger King® experience. For all these reasons, it's a perfect fit with our brand.''

Two different premiums will be introduced weekly throughout the promotion, while supplies last. Because the toys have a dual play function enjoyed by both "land-lubbers'' and "seafarers,'' kids have twice the reason to collect them. "SpongeBob's(TM) Kelp Plunge,'' complete with a color-changing SpongeBob(TM) character who flip-flops down the kelp high-dive, is the tallest single premium ever offered by a quick service restaurant. At 18" tall, this toy stands one-inch higher than the connectable Rugrats(TM) treehouse offered at Burger King® restaurants in January 2001.

SpongeBob(TM) SquarePants is the 2nd highest rated show on all of Kids TV! SpongeBob consistently outperforms all broadcast and cable programs head-to- head on Saturday mornings. Dwelling a few fathoms beneath the tropical isle of Bikini Atoll in the sub-surface city of Bikini Bottom, SpongeBob lives in a two-story pineapple. Instead of taking the logical approach to challenges, SpongeBob looks at life in an unconventional way. Whether searching for the ultimate spatula to perfect his burger flipping technique at the Krusty Krab, or just hanging out with his best friend Patrick (an amiable starfish), SpongeBob's good intentions and overzealous nature usually create chaos in his underwater world.

"Their below sea-level antics are flooding the airwaves with laughter on Saturday mornings,'' Taylor noted.

The SpongeBob(TM) SquarePants promotion will be supported with in- restaurant merchandising, the first kids merchandising created by Draft Worldwide Chicago, Burger King Corporation's promotion agency of record, as well as web-based marketing and national kid-directed television advertising. The :30 second spot, "Bubble Art,'' was created by Campbell Mithun, the kids advertising agency of record.

Nickelodeon, now in its 22nd year, has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the U.S. and around the world, plus consumer products, online, recreation, publishing and feature films. Nickelodeon can be accessed at Nick.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom, Inc.