Heinz and Warner Home Video are teaming up in a national consumer promotion that features an offer of a $5 mail-in rebate for a copy of Pokemon: The First Movie.
Heinz is featuring five Pokemon characters on its ketchup containers during the promotion. The likenesses of Pikachu, Jigglypuff, Squirtle, Chamander and Charizard are gracing the familiar keystone-shaped labels.
The promotion would appear to have powerful appeal, given the combination of recognizable consumer brands and the $7 billion Pokemon industry that includes video games, trading cards and a top-rated television show.
As for as the profits that Heinz might expect from the marketing scheme, the theme of a campaign that once proved hugely successful for the No. 1 ketchup maker might say it all: Anticipation.