• March 16, 2007

New York-based Topps Confections is launching a new candy called Vertigo with a TV campaign via Duval Guillaume/New York. The effort, with the tag "Half Chocolately, Half Candy, Half Crazy," comprises six 15-second commercials starting next week.

The lollypop-style product, which the company is pitching children to teenagers, mates hemispheres of milk chocolate and hard candy. It comes in chocolate/caramel; chocolate/strawberry; and chocolate/cookies and cream.

The ads, using claymation and real people, run through May 28 on such cable networks as Nickelodeon, Cartoon Network and ABC Family and shows like "Full House," "SpongeBob SquarePants," "All Grown Up," "Ben 10," "Amanda" and "Zoey 101."

The ad agency is also developing a site, VertigoCandy.com, featuring "Halfcrazy TV" and comprising a series of videos related to the Vertigo TV ads, where consumers can upload their own videos.

-- Karl Greenberg