- To launch a brand new biscuit brand across China, and create a connection with young kids that will lead to regular consumption of the product.

- Attract kids to experience the magic fun with Prince in Prince’s Magic World.

Value Share: marketing value share has been lifted from 1.01% (July) to 2.74% (Aug) after the launch of the campaign. It grew 171% in its value share.Offtake: In RT-mart, the average offtake of Prince Crispy More in Joint Promotion and TVC period was 225. It was +246% better than normal week.Digital Performance: Total actual participants (Individual IP) has achieved 20,309,859, +67% vs. plan. Daily online time reached 21.9, +155% vs. plan. Sales Performance: +77% vs. OB (2010 May - 2010 Nov).

Our target audience is kids aged 6-9. They love having fun and spending time with friends, it’s easy to attract them via product novelty but difficult to engage them. Hence, Kraft launched a biscuit brand with 10 different shapes. We gave the shapes 10 different meanings. It’s a unique biscuit code that kids can use in real life to engage them, providing them a special language to communicate with friends. We entered the kids’ world in a fun way and made Prince their favourite snack brand. The campaign was carried out in all channels including TVC, digital and in-store promotion.

Kids have social needs like adults, so we have in-depth cooperation with popular kid’s online SNS Aobi Island to create a Prince Planet. Kids experienced the adventure using biscuit codes via online games. The utilisation of virtual incentives using the pin-code on the packs contributed to actual sales.

TVC played an effective role to promote product attributes and how it can play as a special language in kids’ real life. We also developed a series of in-store POSM, a comic book with Prince’s adventures and 3D stickers to promote the biscuit codes. It has successfully stimulated trial and purchase.