Dr Oetker - Paula's World & Her Farmyard Beats
Agency name: i2i Marketing Client name: Dr Oetker Category: Product Launch/Relaunch/ Trial campaigns
BACKGROUND
At the start of 2008, the Kid's Chilled Dairy Treats market was worth £12m and growing 56% year on year, with a limited product range for 5-9 year olds. To capitalise on this opportunity, Dr. Oetker launched its first kid's chilled treat - a custard-style dessert called Paula, featuring distinctive chocolate and vanilla splodges in a transparent pot. Paula, an eye-catching animated, rapping cow with sunglasses, appeared on packaging.
In the face...