Dr Oetker - Paula's World & Her Farmyard Beats

Food processing company Dr Oetker was looking to capitalise on the growing market for chilled dairy treats and the limited product range for 5-9 year olds in the UK by launching Paula, its first chilled treat.

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.

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