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Nationwide campaign reaching Mum and children alike in a range of different consumer touchpoints
The market for children’s treats is highly competitive and promotionally driven.
Dr Oetker looked to create an experiential programme that would be memorable with Mum whilst engaging and fun for kids to introduce Paula, a new custard style dessert for kids.
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.
“i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”
Paula, Brand Manager
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