CAMPAIGN OF THE MONTH: Flair Create

The Flair Create range boasts further new additions this year and is backed with a spend comprising TV, PR and print...
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Product
2010 will see the launch of a number of new creative play concepts from Flair which complement the existing portfolio and enhance the choice for retailers and consumers alike. These include Zubber, String World and Sprayza, the latest addition to the firm’s feature pens category.

Looking to continue its growth in the category, the firm has created a marketing drive for spring/summer to continue to produce strong sales results.

TV

Flair Create will benefit from the biggest spring/summer TV campaign in the company’s history and, says the firm, probably one of the most high profile ever for the creative play sector in general.

Over 4,000 TVRs will be achieved in just five months, creating awareness for the brands and cementing the reputation the company has created in the category.

Some 13 brands in the portfolio will be supported by major TV advertising in the first two quarters, bringing reach of the combined Flair Create campaigns to 90 per cent of boys and girls aged four to nine.

Almost all brands will be subject to TV with the focus on new lines such as Zubber, String World and Feature Pens, which will see new ads created and broadcast on all mainstream kid’s channels – both satellite and terrestrial.

Zubber, recently presented with a Toy Fair Award for best creative play product, will use a structured, frequency building campaign of ten-second and 20-second TVCs over key weeks – including half-term holidays and Easter. String World, another high priority, will have a similar campaign. Existing lines such as Aqua Beads, Wammy, Cool Cards and Shaker Maker will also receive TV support.

Print, PR and POS
In addition to TV, Flair is ensuring further consumer awareness is gained by the strategic use of print, with competitions and features in key titles throughout the period together with sampling activities, direct to children.

POS materials will be available to enhance the in-store presence of many of the Flair Create brands, such as an FSDU for the feature pens including an integrated TV screen, and a clip-on display unit for Wammy.

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