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.
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.
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.
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
- Brand Theatre
- Grocery Tours
- Guerrilla Marketing
- Pop Up Shops
- Events and Sponsorships
- In-Store Amplification
- Sales Promotion
- On-pack promotions
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