Dr.Oetker
Dr.Oetker
Dr.Oetker
Dr.Oetker
Dr.Oetker
Dr.Oetker
Dr.Oetker
Dr.Oetker

Dr.Oetker

The market for children’s treats is highly competitive and promotionally driven. Dr Oetker looked to create an integrated programme to launch Paula, a custard style dessert for kids.

Insight

Mums look for brands they can trust and know their children will like. A sense of fun was essential in making any activity memorable for both kids and their parents.

If a campaign can put a smile of the face of their kids, Mum is disposed to immediately feel better about what they buy.

Idea

We designed a multi-layered campaign using the Paula brand mascot, an exuberant animated rapping cow! 

Partnering with LEGOLAND Windsor, i2i created “Paula’s World” – a branded playground at the front of the theme park for one summer season. A nationwide grocer sampling tour, featuring a distinctive cow-shaped “Paula-mobile”, promoted sales at point of purchase.

An on-pack promotion offered discounted LEGOLAND family tickets, while a nationwide PR initiative searched for talented rappers under 12 to perform for a celebrity judge.

Impact

Paula proved to be the most successful launch in its category of the year, gaining 13.4% market share.

  • 600,000 Opportunity to see
  • PR media value of £280,000
  • IPM Gold Winner

Sector

Service

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