CHICAGO Topps' first chocolate candy entry, Vertigo, will be backed by TV spots with the tagline, "Half chocolatey, half candy, half crazy."
The ads break this week during kids programming on Nickelodeon, Cartoon Network and ABC Family.
The work by Duval Guillaume, New York, features the animated creations of Michel Beaudet, who superimposes human eyes and mouths over clay figures. Beaudet originated the technique in lieu of producing time-consuming, stop-action animation, and features his characters on TetesaClaques.tv. The French Canadian Web site—which loosely translated means "a smack to the head"—has averaged about 8 million hits per month since it launched last August.
The campaign budget was not disclosed. However, the media buy calls for cable ads running through April 2, with a week off for Easter before airing every other week until June and then again for back-to-school. Outreach also includes the debut of Halfcrazy TV on www.vertigocandy.com and online venues like the Airhead Channel, Pre-history Channel and Cosmos Channel, all of which correspond to themes for Vertigo ads titled "Caveman," "Astronaut" and the "Cosmos." Visitors are invited to upload their own crazy channel videos to YouTube.
"We've created a unique product and to showcase that we've also created unique commercials that immediately alert kids to the fact this candy not only tastes good but is fun and something different," said John Budd, vp of marketing for Topps.
Vertigo is made by a patent-pending process that combines, on a lollipop stick, a creamy chocolate side with a hard candy side in flavors like chocolate/caramel, chocolate/strawberry and chocolate/cookies and cream.