CAMPAIGNS: Product Launch - Marketing Werks gets up and goos

Client: Hershey Foods (Hershey, PA)

Client: Hershey Foods (Hershey, PA)

Client: Hershey Foods (Hershey, PA)

PR Team: Marketing Werks (Chicago)

Campaign: Twizzlers Twist-n-Fill rollout

Time Frame: June - September 2000

Budget: dollars 1,100,000



Twizzlers, a Hershey product, has enjoyed being the number one licorice brand in the market. But Marketing Werks faced a challenge in separating and defining its new Twist-n-Fill product in the fiercely competitive candy market during the key summer months.



Strategy

Marketing Werks specializes in mobile campaigns, and the agency has had long-running success with its Hershey's Kissmobile promotion, wherein specially decorated vehicles travel the country promoting Hershey's Kisses.

That campaign prompted the idea for the Goo Patrol, featuring eight 2001 Chrysler PT Cruisers, graphically wrapped to mirror Twist-n-Fill's packaging.

The campaign needed to 'capture the attention and imagination of the primary demographic, 6- to 18-year-olds and their families,' said Jeff Corder, head of the Twist-n-Fill account for Marketing Werks.

Corder and Hershey decided a tongue-twister contest would help draw kids, while playing off the product name. 'Our objective was to be in the places where our demographic was most likely to be found during the summer months,' Corder says.



Tactics

Corder says this campaign was more challenging than the Hershey's Kiss campaign - even with the established Twizzlers name - because it involved launching a new product, rather than promoting a familiar one.

The Goo Patrol traveled to eight different sections of the country to get the word out. Led by two-member Goo Crews, the vehicles appeared at events at beaches, boardwalks, theaters, water parks, parades, fairs and other family attractions.

Kids who successfully completed tongue twisters were given free samples of the product. They were also encouraged to write their own tongue twisters and enter them in the national Twizzlers Twist-n-Fill Tongue Twister Challenge.

Eight finalists were given an all-expenses paid trip to HersheyPark in Pennsylvania, where they competed for the grand prize title of 'America's Best Little Tongue Twister,' and a dollars 10,000 college savings bond.

The main obstacle for the campaign was its stringent time table - summer crowds limited the ground that could be covered and precluded much improvisation.

'We had to make up for that with exact timing and planning,' Corder says.

'We also worked with the media in locating events, while at the same time making product and event pitches.'



Results

After visiting 435 events and 76 retail stores, the Goo Patrol managed to create 43,706,402 media impressions, much more than the 10 million goal set before the campaign began. Throughout the promotion, more than 1,400,000 samples of the product were distributed.

The campaign also earned spots on local television morning shows and partnered with radio stations for promotional contests.



Future

Hershey continues to promote Hershey's kisses with the ongoing Kissmobile campaign, and Corder says another mobile campaign may be in the works later this year.



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