Paddle Pop: Let children play

Paddle Pop, the ice cream brand, attempted to build more meaningful connection with its audience in Indonesia.

Campaign details

Brand: Paddle PopLead Agency: MindshareRegion: APAC

Strategy

Objective

Kids & ice creams , a happy pair. Marketers know that and hence kids ice cream space is cluttered with exciting formats and flavours, at kid friendly price points. With competitive heat intensifying, with exciting variants being launched in quick succession, Paddle Pop the most trusted ice cream brand was witnessing a steady decline in all parameters – Sales, Market Share, Saliency – month on month since past 2 years. Previous NDP launches had not been able to reverse or even stabilize this trend.

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