Cannes Lions

JELLY TOTS CONFECTIONERY

TBWA\HUNT\LASCARIS JOHANNESBURG, Johannesburg / TIGER BRANDS / 2008

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

To reinforce Jelly Tot’s Sweets positioning 'Adventure is Anywhere', experiential elevators were installed into various, popular shopping malls. Once inside, our target market experienced an 'Underwater World' of adventure: from mermaids to strange sea creatures. Over the summer holidays, we took adventure to Sun City in the form of a giant 7 x 7 meter 'Snakes and Ladders' board game. Kids were able to interact with the elements, dodging deadly snakes, molten lava and scarab beetles on their quest to reach the top of the board. This was further activated with free samples, prizes and other activities. In our third execution we used floor vinyls in shopping malls to create the illusion of a mysterious trapdoor with a staircase spiralling down into the unknown. Giant footprints led curious kids from the trapdoor to the source of adventure – a tub full of Jelly Tots and the Jelly Tots Man.

Outcome

By strategically targeting the market’s environments during summer holidays we were directly reaching kids in a fun relevant way at very little expense. Not only did the target market interact with the executions but their parents often wanted to ‘join in’, particulary on the 'Snakes and Ladders' execution.

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