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The Publicis MOJO, Melbourne brief was to re-establish the Cadbury Freddo brand in the hearts and minds of its consumers.Traditionally parents buy Freddo chocolate frogs as treats … read morefor kids.
And traditionally, brand awareness campaigns have been aimed at these parents, hoping they would continue to choose Freddo frogs based on passive advertising, TV and print.From an awareness point of view these campaigns worked, as awareness was at 99%. However, sales were on the decline.Why?Today when it comes to treats, parents still buy, but it’s the kids who choose.A traditional brand awareness approach aimed at children would be irresponsible – and probably ineffective.This was a marketing and advertising problem; but not one we solved with traditional marketing or advertising.The answer:We developed a unique brand entertainment channel for Freddo. At this time in the launch of its second season, The Adventures of Freddo represents over 70 minutes of animated storytelling, and 100 fun games and activities.
We stopped marketing the brand product, chocolate frogs; and started marketing the brand character, Freddo; the goal, to build affinity with our consumers.'Freddo' himself is the BIG idea.This 30 second spot is the trailer (our ad) for the online channel. Joel Thomson, Creative Director of Digital at Mojo said, “Cadbury have stepped right out of their category with this project. We’ve moved Freddo from the world of confectionery to the world of entertainment. It’s a bold marketing move, and it’s created a lot of attention.The reward has been massive growth in brand affinity; kids love the site, and Mum and Dad approve. It continues to be a challenging and hugely satisfying project to work on.”
read less...Animation: Dave Jones
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