MaMaMedia, Minute Maid Make Marketing Pact

MaMaMedia, a Web site aimed at children ages five to twelve, and the Minute Maid Co. inked a wide ranging deal Thursday that puts the Internet company’s brand on Hi-C Fruit Drinks and makes Hi-C an advertiser and sponsor on MaMaMedia.com.

The deal, which the companies say will extend to supermarkets, schools, and Saturday morning TV, calls for MaMaMedia.com activities for kids to be promoted on more than 100 million drink boxes of Hi-C fruit drinks. In addition, MaMaMedia “Safe Surfing Tips” for moms will be included on more than 10 million 10-packs of Hi-C fruit drinks.

Financial terms of the transaction were not disclosed.

For Minute Maid, the agreement represents the first Internet-related initiative for the Hi-C brand. MaMaMedia is building a content feature, “the Power-Up Club,” which features 12 sports-themed activities, which will be exclusively sponsored by the makers of Hi-C. The area will launch in February.

In addition, Hi-C brand advertising will appear in MaMaMedia’s magazine, which is distributed to more than a million classrooms nationwide.

“We see this as a joint effort to fuel kids and their active imaginations with safe, new online tools and activities,” says Rebecca Randall, executive vice president of marketing and brand development at MaMaMedia.

“This promotion is an important part of our offline brand awareness campaign for MaMaMedia.com that also includes print and television advertising planned for launch in the first quarter of 2000.”