Asian Marketing Effectiveness Silver Award Winner

How to gain brand loyalty among kids in competitive cluttered ice cream category and win market share in key Asia markets.

When you create brand conversations with kids, your brand needs to think, talk and act like them. Creating a brand mascot “Paddle Pop Lion and a branded entertainment adventure movie story about him to engage with kids.

Paddle Pop Lion became every kid’s idol hero, increasing sales volume and driving revenue by 24% for 2010. With an increase of 17% top of the mind awareness and 14% brand consumption (source Milward Brown Dynamic Tracking Data)