Promo - November 2008 - (Page 24)

Love Affair with an Ogre #19 Best PremiumBased Promotion SHREK THE THIRD AGENCY: Brigandi+Associates, Inc. CLIENT: The Kellogg Co. Kellogg took that big, lovable and very green Shrek character and whirled him into a mix of premium-based promotions, some to encourage physical activity. In all, eight campaigns played out across the company’s cereal, frozen, toaster pastries and snacks brands in 35 countries, driving sales for those products by strong percentages. Mail-in and insert offers featured Shrek, Donkey and Puss ’n Boots, and all were tied to different premiums: swamp soccer balls, boogie boards, safety helmet covers, nightlights, milk straws, cereal bowls with ogre ears and talking key chains. officer, Brigandi+Associates. Dozens of merchandising elements were created to support the promotions. How did they accomplish this in so many countries? “Kellogg uses various agencies and partners internationally to fully execute a program like this. It was a global program,” Almodovar says. As a result, 125,000 cereal bowls were redeemed, 85,000 boogie boards, 43,000 helmet covers, 37,000 talking key chains and 16,000 soccer balls. The company also saw sales increases for key brands, including Rice Krispies (+21.5%), Froot Loops (+16.7%) and Corn Pops IDEA TO STEAL: PICK A WINNER Nothing too novel here. Kids love TV and movie characters and will hound their parents to buy products associated with them. Just pick a winner—and be sure what you’re pitching meets accepted health guidelines. Running premium offers is nothing new to Kellogg. Its first was The Funny Jungleland Moving Picture Book in 1910, featuring pictures of animals and short rhymes. Some 2.5 million of the books were distributed from 1910-1912 in packages of Kellogg’s All-Bran, Cyhan says. “We were among the first to insert information inside in our cereal boxes—as early as 1907,” she adds. “These early ‘inserts’ included product information, mail-in coupons and recipes.” —Patricia Odell Why Shrek? “Shrek is a property that’s appealing to the entire family. In fact, moms were just as excited as their kids to go to see the movie,” says Marta Cyhan, vice president of global promotions for Kellogg. Three games based on Strawberry Pop Tarts were one of dozens of brands healthy eating were created that offered a variety of and appeared on the packaging premiums tied to Shrek. of 100 million cereal boxes. For the first time, a (+5.6%). bilingual promotional insert was Kellogg’s included, highlighting Puss ’n Boots, Snacks posted gains across the Shrek’s Latin sidekick. cookie and cracker franchise with “The goal was to deliver a firstbrands like Cheez-It, Rice Krispies ever bilingual insert developed speTreats and Grahams. Overall, cifically to target Hispanic consumKellogg sales increased approxiers in key Kellogg markets,” says mately 24% among top retailers. Rocio Almodovar, chief creative Editor’s Note: Kellogg wanted to point out that its contract with the “Shrek The Third” movie was put in place several years ago, prior to its global commitment to shift the mix of products it markets to children under 12 based on its Global Nutrient Criteria. Under its revised Marketing Guidelines, it is limiting the use of licensed characters in childdirected marketing to products that meet those nutrient criteria. 24 november 2008 / WWW.PROMOMAGAZINE.COM / Promo http://WWW.PROMOMAGAZINE.COM

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Promo - November 2008 Contents Editor's Note Pro Awards The Promo 100 The Agency Center Resource Center Index of Advertisers Promoland

Promo - November 2008

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