Air Heads Minds Its Packaging

Erlanger, Ky. — Confectioner Perfetti Van Melle partnered with DreamWorks Animation in support of the animated film "Megamind," which released in November 2010. The manufacturer offered themed packs and limited-edition flavors of Air Heads candy, and supported the campaign with digital and in-store efforts.And although Air Heads had successfully teamed up with DreamWorks before, the "Megamind" promotion offered an opportunity to reach not only the brand's primary target of 8- to 12-year-olds but also secondary (teens) and tertiary (moms) targets.Spikes in sales figures and website traffic suggest the campaign brought attention to the brand, according to Amber Kuhl, associate brand manager for Air Heads. "We meet with DreamWorks annually, and when they presented 'Megamind,' we thought it was a great fit for our targets" because of its broad appeal and universal theme of good vs. evil. "It's an all-family film," says Kuhl, with kids drawn to the characters, and parents to the voiceover cast that included actors Will Farrell, Brad Pitt and Tina Fey. The promotional campaign consisted of "Megamind"-themed packs of Air Heads' chewy candy in addition to new, limited-edition flavors inspired by the film, Mega Cherry and Minion-ade. Air Heads also launched online games and a dedicated TV commercial. The commercial's call to action drove consumers to Airheads.com to participate in the video games. Kids who signed up on the site as Restricted Air Space club members received an email with advance notice of the limited-time flavors, making them feel like VIPs, Kuhl says.In-store elements included three sizes of merchandising displays that rolled out in September. Convenience and value channels without strict clean floor policies were more likely to accept such displays, says Kuhl, though displays and especially the themed packs "rolled out to all sorts of accounts."Graphics and text on the packaging and displays relied on the appeal of the animated characters. The bright blue displays tied in with the "Megamind" character's alien-blue skin and contrasted with the red balloon that's part of the Air Heads logo.Air Heads, which develops limited-time flavors for all of its promotions with DreamWorks Animation, tests the flavors with school groups, youth sports teams and other "credible candy connoisseurs," says Kuhl. "We always want kids' stamp of approval" before unveiling new flavors. Consumer insights gleaned from focus groups and website comments have steered the brand away from cola and other non-fruit flavors.

Air Heads Minds Its Packaging

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