Powerful kids creative demonstrated the Blast of Fun strategy with animation. This creative had a strong appeal to kids and was irreverent and differentiating. The animated nature of the creative, led to additional advertising in core comic books to capitalise on the synergies. The Aquapod characters came to life virtually on the web and literally during the Aquapod tour.

•Web traffic increased 230% during TV. 11,000 kids have registered.•Nestle gained 4.4 share points in total vs. the competition. Cannibalisation of existing volume was minimal with sourcing coming from a strong national competitor.•Unaided awareness of Aquapod reached over 1/3 of overall unaided brand awareness within 6 months.