Get Apple Healthy with Mott's and The Wiggles

Brand: Mott'sCompany: Cadbury SchweppesAgency: Catapult Marketing (Ryan Partnership)Campaign Title: Get Apple Healthy with Mott's and The WigglesProduct Category: Fruit juiceTime Frame: 2005Award Category: Kid-Targeting Promotion Marketing OverviewLong a trusted leader in processed fruit and fruit juices, Mott's plays in a competitive and fragmented "healthy snack" category that includes yogurt, fruit snacks and beverages. The brand's challenge was to increase sales while cutting through the clutter of "healthy snack" claims. ObjectivesMott's asked the agency to develop a program that would be national in scope, reinforce its healthy and wholesome image, connect with children three to five years old and their parents, create buzz about the brand and keep it top of mind. Specific objectives were:Generate awareness and communicate healthy and wholesome benefits among children three to five years old.Drive volume and ROI across the Mott's trademark.Increase volume and display activity vs. the year-ago period.Create a point of difference at shelf.Strategy & TacticsThe agency developed a two-leg program designed to generate awareness surrounding the Mott's "Get Apple Healthy" platform. The foundation of the campaign was a strategic alliance with popular children's musical group The Wiggles, which has captured the excitement and enthusiasm of the "kid" set.Leg One: Free CD Offer, January 2005The Wiggles were a perfect partnership for Mott's, because the group's kid-focused music promotes healthy eating and active lifestyles in relevant ways. The group's musical message resonates well with kids and their moms and mirrors Mott's' "apple healthy" positioning.A custom Wiggles CD, Wiggle into Apple Healthy Snack Time, was produced and offered free with the purchase of any two Mott's products. This exclusive offer was communicated via FSIs, neck-hangers, floor decals and other P-O-P materials, along with information on Mott's' web site, and a coupon insert in Wiggles' DVDs (which are distributed by Hit Entertainment).Leg Two: Wiggles Concert Tour Sponsorship, April, August, NovemberTo build on the excitement generated during the January promotion and leverage the relationship with The Wiggles in key retail markets, Mott's served as the exclusive welcoming sponsor for the 2005 Wiggles Concert Tour in the U.S. and Canada. The creative platform, "Snack in the Best Seat in the House," was heavily leveraged through a number of promotional vehicles, including:Sweepstakes: Enter for a chance to win a "VIP Family 4-Pack" to see "The Wiggles Live."Self-liquidating offer: Mott's/Wiggles "Snack in the Best Seat in the House" inflatable chair. These August back-to-school offers were communicated on-pack, in-store and on the web.Exposure at 154 concerts in 57 markets during April, August and NovemberCustom signage at each concert.30-second sponsor announcement at every performance. Sampling and "fun stations" with Mott's brand ambassadors at venue exits.Back-page ad placement in all Wiggles Tour playbooks.50 free tickets to the first concert in each market. 25 exclusive meet and greets with The Wiggles members, front row seating and Wiggles "Hot Potato" bag handouts.Media exposure through magazine ads, PR and scripted promotional radio spots. ResultsObjective No. 1: Generate awareness of brand positioning with target audience:232 million gross impressions were achieved.Sweepstakes entries exceeded expectations by 45%.More than 84,000 samples were distributed.Objective No. 2: Drive ROI across the Mott's trademark. Overall program ROI was 197%.Overall Mott's sales were up 6.8% (include 6.6% for sauce and 8.3% for juices in a flat category.Objective No. 3: Increase volume and display activity.Rebate redemptions were triple expectations. FSI coupon redemption was more than 50% above target.DVD coupon redemption was nearly 400% above of expectations. Displays and ads successfully placed in major accounts.Increase in volume and display activity in almost every concert market. Objective No. 4: Create a point of difference at shelf.Energetic, consistent creative communicated a singular message highlighting a revitalized positioning.Comparative tests found "eye appeal" for materials. "Get Apple Healthy with Mott's and The Wiggles" was so successful that Mott's again partnered with the group in January 2006 to develop a "Volume 2" CD.

Get Apple Healthy with Mott's and The Wiggles

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