Engaging, bright & colourful roadshow, focusing on a joint initiative with LEGOLAND, including fun family activities and sampling
We designed a multi-layered campaign using the Paula brand mascot, an exuberant animated rapping cow, and the distinctive yellow and chocolate splodges of the product as our palette!
Partnering with LEGOLAND Windsor, i2i created “Paula’s World” – a branded playground at the front of the theme park for one summer season. The family-friendly activity zone included games, mascot photos, colouring competitions and instant-win prizes.
A nationwide grocer sampling tour, featuring a distinctive cow-shaped “Paula-mobile”, drove trial and 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. The top 10 entrants performed at LEGOLAND Live! in front of a celebrity judge, with a family trip to LEGOLAND California as the main prize.