There are four distinct sections to the range: Cakes and baking with the Cup Cake Maker and new Fondant Cake Bakery; dessert in the form of the Ice Cream Parlour; drinks and smoothies with the Fruit Factory and Sweet Boutique which enables girls to make edible jewellery and accessories for themselves and friends.
Character’s marketing drive includes the ubiquitous TV schedule and also a blanket girls’ press campaign for late autumn. Other marketing activities include PR with youth, parental and food press and a new dedicated website.
The key TV driver will be the Fruit Factory and Ice Cream Maker beginning at Easter, then throughout summer and once again during the important pre-Christmas months.
The TVCs are designed not only to show the products at their best, but also to drive the audience to the website where coverage of the entire brand can be seen. In excess of 800 TVRs have been planned initially to support the brands.
An online advertising strategy is also planned for autumn, which again will all be directed to the website where girls can download cake decorating and other creative ideas.
Character’s largest-ever print advertorial campaign is planned specifically for Cake Bakery, Cup Cake Maker and Sweet Boutique and will result in over six million opportunities to see by all girls aged five to11. As with all activities, the creative will drive the audience to log on for more sweet treats.
PR has already begun with the Fruit Factory and Ice Cream Parlour. Not only is the youth press targeted with product placement and over 40 youth competitions planned, producing millions more opportunities to see, but food and parental press are also highly important to the campaign.