Sucrets was no longer a household name, especially among the younger moms who were the key segment we needed to educate about Sucrets’ new ice-pop delivery system.
Sucrets ICE needed wide exposure. We thought, what better way to get it than to cross-promote with FOX Entertainment on the launch of the DVD Ice Age 3: Dawn of the Dinosaurs? And, instead of the client’s original request to use radio, we recommended TV to more effectively build awareness and visually demonstrate the product’s unique delivery system.
To maximize exposure and the efficiency of Sucrets’ media budget, we used a DRTV-buying strategy to increase reach and frequency and then timed the media schedule to take advantage of the Ice Age 3 DVD launch campaign.
We generated additional excitement with a national “Save the Polar Ice Caps” Challenge that tied into a specially developed school curriculum.
Additionally, FSIs, rich-media banner ads, and paid search all helped support the product launch and challenge.
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