|
The purpose of the branding is obviously to increase eyeballs for
the brand and therefore sales. Says Arora, "If one were to
put together data from audience measurement in terms of GRPs, feedback
from trade and other sources in the north, east and west markets,
the branding has been very visible. We are quite happy with the
overall response generated by the activity. As far as sales are
concerned, any activity that includes good planning and conceptualisation
and excellent execution, like this particular one, always results
in tangible benefits."
 |
 |
| Puss
in Boots... in attacking mode! |
What
to do? What not to do? If that's the question, Kelloggs' the
answer! |
As far as the tie up with Shrek 2 is concerned, the idea
was conceptualised by the Broadmind (Group M) team. This tie up
came about because of the company's need to try different innovative
media tactics to maximise the bang for the buck in today's cluttered
environment. The ad that is made around the same shows a scene from
the movie wherein Puss in Boots is all set to attack Shrek. Shrek
in order to fight Puss looks up to the sky in angst. A voice over
says - 'Will Kelloggs be able to help Shrek find a way to tackle
Puss?'
Kelloggs core proposition is to educate consumers about the promise
of each of our brands and with activities such as these, the company
hopes to take their message to the consumer in an interesting manner.
Talking about the probability for more such tie ups, Arora said,
"As and when activities and alliances that offer us an opportunity
to take our message to the consumer in an interesting manner materialise,
we will evaluate and consider the same."
|
