Crush Targets Movie-Going Families

Plano, Texas — Dr Pepper Snapple Group resorted to “Ninja” marketing tactics to reach the target market for its Crush soda brand: the parents of children ages 6 to 16. The manufacturer partnered with Paramount Pictures for a promotion that leveraged the Aug. 8 theatrical release of Teenage Mutant Ninja Turtles.“The Crush brand is about creating playful family moments, and the Teenage Mutant Ninja Turtles property is one that parents and children alike enjoy,” says Lindsey Bauer, brand activation manager for Dr Pepper Snapple Group. “In fact, many parents grew up with the brand and want to be able to share the fond memories they have with their kids, like the Crush brand.”The effort centered on codes that could be found inside select Crush 12-packs and bottles that could be entered on a promotional website. One 12-pack code could be redeemed for a $1 movie ticket coupon, while six codes translated into a free ticket. Codes under the caps of 20-ounce and 2-liter bottles offered a 1-in-10 chance of receiving a free movie ticket. “Digital rewards such as movie tickets are a perfect fit for today’s shopper, as going to the movies is a family event,” says Camille Kennedy, director of marketing for Hip Digital Media, Menlo Park, California, which administered the promotion. “According to Nielsen reports, 85% of movies that kids see every year are with one or both parents.”As each of the movie’s four ninja turtle characters wear different-colored masks, Crush was able to showcase them via the packaging for separate soda flavors related to that color. “This created consumer excitement to collect each character and allowed Crush fans to try additional flavors outside of their usual flavor palette,” Bauer says. Twelve-pack boxes, cans and bottles featured the graphics and also had copy that provided the character’s biographical information.To drive consumers to stores, Crush executed a Teenage Mutant Ninja Turtles takeover of its website, CrushSoda.com. And in addition to the promotional site where consumers could enter their codes, a social media sweepstakes asked consumers to submit their best ninja pose for a chance to win a hometown pre-screening of the movie. Code and Theory, New York, provided the social media integration via Instagram.In stores, Crush provided retailers with several displays. These included large lobby displays, pallet dress-up kits, smaller corrugate stackers and other point-of-sale materials. All of the displays communicated the movie-ticket promotional offer. “This was the largest-scale program the Crush brand has done to date in the sense that it leveraged several different marketing vehicles, from in-store packaging to out-of-store digital media,” Bauer says.

Crush Targets Movie-Going Families

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