SLR p47 Media Jun09.qxp 29/05/2009 11:47 Page 47
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MEDIA & MARKETING SPEND
Who’s spending what and where for June 2009...
Coca-cola launches new Kinder’s super cool Müllerlight builds new
summer campaign surprise ‘Brick’ ad tv campaign
Kinder Surprise has
teamed up with ‘Ice
Age 3: Dawn of the
Dinosaurs’ to offer
consumers the
opportunity to take
home their own Sid,
Scrat, Manny, or Diego
character.
Ferrero has secured a
licence with 20th
Coca-Cola is capturing the essence of Century Fox for a tie- A 30-second ad – ‘Brick’ – has aired as part
summer with its multi-million pound in with the film, of the ‘Eat Happily Ever After’ campaign for
campaign – ‘Yeah Yeah Yeah La La La’ – part which will be in UK cinemas from next Müllerlight®. It will be shown alongside
of the Open Happiness platform. month. Ferrero is putting significant ‘Shredder’, one of two ads which launched
The campaign includes a TVC, digital, investment into a heavyweight PR the £7.5m campaign. Both ads will be
outdoor advertising, on-pack promotion and campaign. Kinder Surprise will be running shown as 20-second versions with a 10-
‘Coke Zone’ collateral. Open Happiness competitions to win a private tour of the second tag highlighting the ‘Win New York
marks a continuation of the brand’s ‘Coke Natural History Museum, plus tickets to an City Breaks’ promotion running on all
Side of Life’ brand communication and exclusve screening of the film. Promotional Müllerlight 6-packs (excluding 6x125g
inspires the brand’s point of view of packs will feature a win ratio of one in five packs). The promotion offers the
optimism, positivity, refreshment and and the 3-pack Kinder Surprise will feature opportunity to win a prize of flights and a
pleasure. An on-pack promotion, directing the promo of the film on-pack and will have three night stay in New York plus £2,000
traffic to ‘Coke Zone’ and offering every a win ratio of one in three. Both SKUs will spending money. A leaflet will be inserted
consumer a free music download and the be supported by a strong in-store presence into 6-packs and consumers enter the code
chance to win money-can’t-buy prizes including POS and display solutions. on line to find if they are an instant winner.
Tel: 020 7842 8584 Tel: 01892 549444 Tel: 01630 692000
Oasis goes quackers Ribena has a Field Day Warburtons’ save tons on
lunch promotion
RubberDuckZilla, a giant, rubber duck that
doesn’t like water, hits screens recently as
part of soft drink brand Oasis’ latest ad in
the ‘for people who don’t like water’ series,
follows on from the American road movie Warburtons is launching the ‘Save Tons on
genre in 2008. Taking its cue from classic Ribena is set to boost sales this summer by Lunch’ campaign offering £20m worth of
Monster Island movies, such as Godzilla and giving away an array of prizes. The ‘Have a prizes, and supported with media and in
King Kong, we see RubberDuckZilla storm Field Day’ on-pack promotion will appear on store exposure. It will feature on pack
through a Japanese city destroying all Ribena in-home squash and tetra-pack across 100 million Warburtons packs and
everything related to water (other than formats to drive incremental sales. The includes media and in-store activity. Every
drinking water itself) in his battle to promotion allows consumers to collect pack offers a lunch time food product as a
promote variety and the freedom to choose between one and four tokens per purchase reward. Prizes range from money-off
tastier drinks. which can be used to collect prizes. The coupons to free lunch items and lunch on
The campaign will be enhanced by outdoor promotion is supported by a £5m campaign. Warburtons worth £100. The on-pack
and print advertising and a comprehensive The ‘Have a Field Day’ promotion will run creative features a cash till receipt stamped
PR programme, all designed to encourage across Ribena 600ml Squash, one litre on the Warburtons logo The on-pack
discovery and conversation amongst the 20- Squash, two litre Squash and Tetra Pak promotion will run across a range of
something audience. 200ml 4 and 10 packs. Warburtons core Bread and Rolls SKUs.
020 7482 8584 Tel: 08702 415132 Tel: 0207 343 32 03
WWW.55NORTH.COM JUNE 2009 l SCOTTISH LOCAL RETAILER l 47
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