File Thumbnail
Case Study
| No. 1 |
 "Dedicated Television Spot" |
| No. 2 |
 "Promotional Packaging" |
| No. 3 |
 "Six Foot Mega Display" |
| No. 4 |
 "In-Pack WebDecoder" |
| No. 5 |
 "Promotional Website" |
| No. 6 |
 "Account Specific Program" |
| Product Service Category |
|
Pepperidge Farm (PF) represents innovation in the snack food category. Goldfish Crackers come in various shapes, colors, flavors and sizes. Goldfish is the #1 cheese cracker for kids, baked not fried and made with real cheese. Flavor Blasted Goldfish (FBGF) is a line extension that appeals to tweens with attitude and bolder flavor than Original Goldfish. In 1998, FBGF were introduced to appeal to tweens. With more “cattitude,” intense flavor, and metallic packaging, these “extreme” snacks compete with Cheeze-Its, Cheese Nips and other cheese snack cracker brands. Based on the comic strip that is read by over 263 million readers worldwide, Garfield, everyone’s favorite cynical, lazy, fat cat was brought to life by 20th Century Fox Feature Films on June 11, 2003. “Garfield the Movie” was a comedy that appealed to audiences of all ages of children 8-13. Kobin Enterprises Ltd., a full service NYC sports and entertainment marketing agency, specializes in creating high impact/breakthrough sales promotions with strategically targeted program initiatives. |
| Marketing Overview |
| PF wanted to differentiate the FBGF brand from competitors and distinguish the brand from their flagship product, which appeals to kids ages 2-7. The film partnership with Garfield the Movie provided the “purrfect” opportunity to appeal to the tween audience by providing “extreme” snacks that have more "cattitude” with extra flavor in every bite. Placement of FBGF in the film broke Goldfish through the clutter in the marketplace as millions of viewers watched Garfield gulp down the product on screen and reinforced the promotional message at retail to position Goldfish as “The Official Snack of Cool Cats”. |
| Promotion Objective(s) |
|
• To capitalize on Garfield‘s built-in franchise by incorporating Goldfish crackers as Garfield’s number one choice of snacks thru a multi-dimensional program • The program built in-store traffic, encouraged consumer repeat purchase, excited retailers and differentiated the brand from competitors in the cracker aisle while driving traffic into theaters |
| Promotion Strategy & Tactics |
|
This was PF’s first partnership program with a motion picture. The multi-dimensional program included product integration into the film, advertising, on-pack promotions, internet activity, account specific and in-theatre programs. To unify the various elements, the tagline “The Official Snack of Cool Cats” was featured on all elements of the program. The pivotal product integration increased consumer awareness for the product while tying it back to retail with enormous on-pack/in-store presence. The scene, which exemplified the attitude and playfulness of Garfield, was seen in the theatrical trailer, theme song music video and partners’ television campaigns. PF leveraged their association thru a :15 second dedicated television spot featuring this placement. Through a call to action and in-theatre message, PF’s TV campaign helped raise awareness among tweens and excitement for the movie in the weeks leading up to release. Goldfish packages featured Garfield graphics and a limited edition Garfield Shaped Cracker was included inside the Goldfish package along with a WebDecoder Game piece for “Garfield’s Search for Odie Game” where consumers were instructed to collect clues to help them find Odie. Clues could be found via the in-pack WebDecoder and online at pfgoldfish.com which encouraged multiple purchases. Custom designed 6 ft. tall POS brought Garfield and his iconic barcolounger to life. Two to four displays were “sandwiched” to create mega displays holding packages and created a Goldfish/Garfield wallpaper effect at retail. An account specific program at Wal-mart added incremental volume by featuring 38 oz. cartons of Goldfish Crackers with Garfield graphics integrated throughout the front and back panel and one of three Garfield collectible figurines designed by Garfield’s creator, Jim Davis inside. Goldfish flooded concessions stands throughout the country with co-branded Garfield the Movie Popcorn bags which helped consumers immediately connect Garfield the Movie and Goldfish. To further drive the connection home, packages of Goldfish crackers were also sold at Ultra Start theatres in San Diego, CA. Goldfish created a customized sitelet for the promotional program that served as the sweepstakes entry point and provided a seamless link to garfieldmovie.com. |
| Results |
| Summary |
| This partnership allowed PF to utilize the borrowed equity of a recognizable trademark that energized the sales force, increased sales and delivered customized national programs to retailers. By utilizing the product integration and packaging as a promotional vehicle, consumers were able to make connection with the brand. FBGF crackers established themselves within the tween market as the cracker that’s full of flavor, bold attitude and Me-Ow! |