April 2, 2002
Oklahoma City, OK -- Theme park giant Six Flags and leading yogurt producer Dannon announced a three-year multi-million dollar sponsorship agreement. Dannon will use the Six Flags sponsorship as a key element of its marketing strategy, which includes in-park and in-store elements, to promote its Danimals line of yogurt products for kids. The Danimals "Kids Rule at Six Flags" summer promotion, the largest Dannon kids promotion ever, was developed by Alcone Marketing Group.
"We are extremely pleased to add The Dannon Company as a premier in-park sponsor beginning this season," said Kieran Burke, Six Flags' chairman and CEO. "We share a lot in common with our mutual focus on the family market and providing quality products and experiences kids will enjoy."
In park marketing elements for Dannon include a new outdoor fun area, themed around the Danimals brand, featured at 15 Six Flags branded parks in the United States. Called the Danimals Kids Zone(TM), die-cut Danimals characters and signage will be used to create a fun, festive and interesting area where families and kids can enjoy Dannon Danimals yogurt products for kids. Danimals products will also be integrated into Six Flags kids' meals and will come in a bag printed with fun activities to reinforce both the Danimals and Six Flags brands.
"Six Flags offers us a strong platform to reach a sizable portion of the target market for Danimals," said Eric Leventhal, vice president, marketing, Dannon. "This sponsorship allows kids and parents an excellent opportunity to experience Danimals while having a fun family day at Six Flags. It's a perfect marketing fit."
Ads promoting Dannon Danimals will appear in the Six Flags Visitors Guide, the Six Flags in-park television network, and on the company's Web site www.sixflags.com. Dannon will support the Six Flags promotion with national television as well as in-store merchandising programs, prominently featuring the Danimals characters and the Six Flags brand.
The sponsorship program features an exciting on-pack promotion which will give consumers a one-in-ten chance to win prizes including the Grand Prize of an all-expense paid trip for six to any Six Flags theme park in the United States or free and discounted admission to Six Flags theme parks. In addition, a continuity program will allow consumers to collect Six Flags seals from specially marked packages of Danimals drinkable and cup yogurt products to bring to Six Flags for free child admission with a paying adult.
"The national promotional elements Dannon is putting into place to support our partnership and its fun and nutritious Danimals brand provides us broader reach into an all-important market segment for us and the opportunity to drive incremental attendance over the entire summer at our U.S. parks," Burke noted.
"It's a win-win situation for the partners and families," adds Leventhal. "Putting Danimals into Six Flags kids' meals adds fun and wholesome nutrition for kids and offers Dannon exposure to millions of kids and their Moms who might not have otherwise tried these products. Families will also be encouraged to visit Six Flags this summer through our advertising, in-store merchandising and on-pack offers."