Agency: Eastwest Marketing Group
Client: Post Foods
In 2008, Post repositioned Pebbles as the cereal with “little pieces, big taste,” after finding out that kids felt Pebbles was small on flavor and fun and were likely to switch. Post used “The Big Taste Adventure Beneath Bedrock” promotion to limit switching and increase purchase. The promotion included 3-D animation in TV tags, in Nickelodeon’s 3-D Nick magazine and online. Also included were in-pack and on-pack premiums.
Through adventures depicted on on-pack collectible trading cards, Pebbles and Bamm-Bamm (from The Flintstones) showed how little Pebbles cereal pieces got their big taste. Spreading different cards across several boxes encouraged multiple purchases. The front image was in 3-D. The back told the story in text. Games and symbols enticed kids to have more fun online when viewed through the 3-D glasses found inside boxes.
Overall, the website generated 1.5 million page views and 800,000 unique visitors. Consumption of Pebbles Cereal during the promotion period increased substantially.
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