Choc of the pops

The launch of White Chocolate Coco Pops

The challenge

Kellogg’s were launching White Chocolate Coco Pops, and there was a lot of excitement from the retailers on this new launch. As no retailer has exclusivity to sell the product, we were challenged to make this launch feel bespoke to Tesco shoppers, whilst ensuring the original Coco Pops had high volumes of sales.

Creative and media strategy

In order to drive sales of both Coco Pops SKU’s, Kellogg’s utilised their social media platforms to create a poll to engage consumers, asking the question “What’s your Choc of the Pops?”.

We considered a range of media that had the capabilities to showcase the key visual, and bring through the buzz and excitement of the debate on social media to life in Tesco stores.

We prioritised media channels that allowed us to be as creative & brandable as possible, choosing touchpoints that were available across different stages of the shopper journey.

Digital 6 sheets allowed us to incorporate Tweets from Kellogg’s customers on the Twitter feed– sharing feedback & opinions, driving awareness to shoppers as they entered Tesco.

As we know our target shopper is more likely to be doing a big weekly shop for the family, we also used trolley posters with a lenticular creative, to flip between both Coco Pop SKUs and encouraging shoppers to create their perfect mixed bowl.

The results

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