Youth Marketing Mega Event
March 2-5, 2008
Newport Beach, CA
Regulatory Kid Watch
April 1-2, 2008
Washington DC
Dutch Youth Marketing Conference
May 21, 2008
Eftling, Netherlands
Marketing to the New Super Consumer: Mom & Kid
Ideas and Advice That Will Assist in Reaching the Newest Consumer Out
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Interactive
Evenflo
WonderGroup and Evenflo work together to speak to the “modern village”: today’s mom and her trusted network of friends and family. By offering safety tips, innovative products, parenting resources and more, Evenflo supports its “Best for Baby” branding in a way that appeals to this info-hungry demographic.
WonderGroup’s desire to speak to mom in her own language provided the inspiration behind the light-hearted “speak bubble” Web banner campaign. Each online advertisement offers a glimpse into the lighter side of parenting, and some allow the user to explore products through a rich media experience.
Activision
Activision partnered with DreamWorks and Jerry Seinfeld to create a video game for tweens about Bee MovieTM. Activision enlisted the help of WonderGroup to reach their tween target through a commercial and Web site for the game.
Wondergroup developed an interactive Web site for Bee MovieTM Game that features trailers, demos, game information and footage. A secret-filled VIP section includes cheat codes, buddy icons, wallpapers and more, to further engage the tween audience.
TV
Perfetti Van Melle’s AirHeads
“Amped"
Perfetti Van Melle’s AirHeads Xtremes Sweetly Sour Belts once again turned to WonderGroup for a new :15 TV spot showcasing WonderGroup’s insight that Xtremes are essentially an “amped” version of the brand. With the appropriate strategy in place, and WonderGroup’s research that demonstrated tweens respond to “anything-you-can-do-I-can-do-better” comic behavior, the notion of an over-the-top duel was born. Taking AirHeads’ consistent element of transformation to the next level, the spot features two friends who have accepted the Xtremes challenge to “live life out loud” as they literally morph with each bite of Xtremes into one increasingly amped object after another until a tie is declared when they both turn into the AirHeads famous Big Red Balloon Guy icon and blast off – where else – into the air.
SunnyD
“Pirates”
WonderGroup’s relationship with SunnyD began with licensed and equity promotional campaigns and expanded over the years to include television and print advertising, interactive, design and packaging.
WonderGroup brings the exciting flavors of SunnyD to life with a swashbuckling pirate adventure aboard a real pirate ship off the coast of New Zealand. When SunnyD unleashes the power of the sun, it can literally save the day!
Perfetti Van Melle’s AirHeads
“The Spiderwick Chronicles”
Perfetti Van Melle’s AirHeads brand partnered with WonderGroup to capitalize on their tie-in promotion with Paramount’s major motion picture, “The Spiderwick Chronicles.” Developing a :15 television spot that nimbly balanced the movie property without overwhelming the AirHeads brand was critical. Tapping into the fantasy elements of both, proved to be the consistent and compelling thread. By challenging AirHeads’ loyal tween audience to uncover the fantastic “Hoppin’ Mad” and “Sweet As Honey” flavor bars, as well as the enticing Mystery Movie Puzzle in each checkstand package, the finished spot delivered the adventure that is inherent in every AirHeads experience.
ConAgra’s Kid Cuisine
"Real Kids. Real Meals. Real Smiles."
ConAgra's Kid Cuisine partnered with WonderGroup to revitalize and grow their brand by developing creative that shows mom how the brand can help her prepare a warm, real meal that her kids will actually love. WonderGroup also drove kids to request meals through vehicles such as promotions and character development.
The "Real Kids. Real Meals. Real Smiles." television campaign brought home to moms the emotional benefit that comes from the satisfaction of seeing their kids happy while keeping nutrition in mind. The documentary-style film work and stirring acoustic music struck all of the authentic notes, while the spontaneous laughter from the children allowed moms to discover the message for themselves.
Promotion
Popsicle
Unilever®’s Popsicle® brand charged WonderGroup to develop a summer promotion that would drive kids to their Web site and encourage them to engage with the brand on a deeper level.
WonderGroup created a fun, exciting, COPPA-compliant promotional microsite housed within the current Popsicle Web site. The promotional microsite features a fun Sim pool party game built around the brand’s equity.
To further encourage kids to visit the site, WonderGroup developed an instant win and sweepstakes overlay to go along with the game. There’s nothing kids love more than music, so we partnered with EMI Music® to give away 300 free music downloads a day. Plus, to encourage repeat visits to the site, every time kids play the Cool Pool Party game, they are entered in a second-chance sweepstakes to win an MP3 player and 250 free music downloads.
Finally, WonderGroup developed a banner ad campaign to run on Nick.com and a full page print ad to run in Nick Magazine® to get the word out about the promotion.
Backyard Sports
Humongous Backyard Sports video games have a unique point of difference. They are the only video game that lets you play with the pro players as “kids.” What better way to literally bring this important brand distinction to life in the marketplace than showcasing a “Switcheroo” promotion in which a kid can switch places with a pro football player for a day. The physical humor on display in this break-through-the-clutter print ad is part of WonderGroup’s integrated 360° approach, which also included broadcast, banner ads and viral webisodes featuring Billy and Bubba – the two “stars” of the print ad.
Kid Cuisine
ConAgra's Kid Cuisine partnered with WonderGroup to revitalize and grow their brand by developing creative showing moms how the brand can help her prepare a real meal that her kids will really eat. WonderGroup also drove kids to request meals through vehicles such as promotions, character development, and exciting TV advertising.
The Real Kids. Real Meals. Real Smiles. print campaign positions mom in the background of the kitchen, watching her child enjoy a Kid Cuisine meal. This shows she values quality food that her kids will eat and gets satisfaction from seeing a smile on her child's face.
Evenflo
WonderGroup and Evenflo work together to speak to the “modern village”: today’s mom and her trusted network of friends and family. By offering safety tips, innovative products, parenting resources and more, Evenflo supports its “Best for Baby” branding in a way that appeals to this info-hungry demographic.
The speech bubbles campaign stands out from the competition by tapping into the comedic side of parenting. Its success is due, in part, to the personalized nature of the ads, which allows parents to "see" themselves in the situations presented.
