As the lowest interest category, the cereal aisle is statistically where shoppers spend the least amount of time. It’s where purchases are made on autopilot like nowhere else. To stand any chance, promotional activity needs to cut through at an almost elemental level. For this challenge, Cereal Partners Worldwide (CPW) needed a hero.
In 2015 we partnered with Disney to license the iconic Star Wars™ brand. We wanted to celebrate parents’ and kids’ excitement for the release of the new Episode VII movie. To do so we created a series of collectible pencil toppers, modelled on familiar cast members and new exclusive characters. These gifts-with-purchase earned mum’s approval because of their link to children’s learning and development.
Forming a powerful partnership.
Under licence, we were able to design and manufacture 9.5 million premiums that delivered on CPW’s global marketing ambition. We met their QA team’s strict food safety requirements and Disney’s even stricter brand guidelines. The success of this promotion – delivered in just 12 months – has paved the way for the continuation of the partnership between Disney and CPW into 2018.