“… a brilliant execution of precise local knowledge
and innovative thinking …a very cost effective campaign that has allowed us to cut-through the tough teen demographic segment
and bring new users to a highly competitive beverage category “
Anna Romano
Beverages Marketing Manager
Heinz Watties (Golden Circle)
Advertiser: Heinz Watties (Golden Circle)
Campaign: LOL® Fruit Juice Launch
Objectives: Successfully launch a new brand in a cluttered market, and earn a place in the hearts and minds of NZ Teens.
Elements: A variety of elements of Creme magazine were utilised, to highlight LOL® fruit juice gaining an exclusive audience with the world’s number 1 teen idol Justin Beiber in New York to use as a promotion prize. This included an interview and photo of the Creme Editor with the teen idol, a Facebook page and celebrity endorsement. Comprehensive profiling in Creme led to buzz that created a host of other PR opportunities.
Teaser graphics in the June issue led to an LOL®-themed July issue, when NZ Magazines created a cover die cut with circles to mimick the LOL® logo. A DPS inside front cover featured the Beiber-prize competition, pull out LOL® calendar, followed by an editorial spread of reader input. Prize packs and sponsorship of the readers’ page over subsequent issues ensured ongoing success.
Results: for more information: andrew.miller@nzmagazines.co.nz
” … a strong launch for the product that was largely attributable to their magazine activity.”
- Judges panel comment, The Magazine Awards 2011
