Asian Marketing Effectiveness Silver Award Winner
Challenge:
How to gain brand loyalty among kids in competitive cluttered ice cream category and win market share in key Asia markets.
Solution:
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.
Results:
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)
