Cheers~!
Paddle the Joy and goes POP!
I made this slogan for designing a Paddle Pop advertising theme.
WALL'S is originated from United Kingdom and owned by Unilever. It is Unilever’s Heartbrand global ice cream business, which is currently sold in China, Hong Kong, India, Indonesia, Italy, Austria, Greece, Jordan, Lebanon, Malaysia, Maldives, Mauritius, Mexico, Pakistan, Portugal, Brazil, Romania, Philippines, Qatar, Saudi Arabia, South Africa, Spain, Singapore, Sri Lanka, Thailand, Turkey, United Arab Emirates, and Vietnam. The Heartbrand’s philosophy is Share Happy. In some countries, like India, most of Wall’s products are not milk-based ice cream, but rather vegetable fat based frozen desserts.
Paddle Pop is a milk-based frozen dairy snack, which is held for eating by a wooden stick that protrudes at the base and is known as a Paddle Pop stick. This brand has a mascot known as the Paddle Pop Lion, who first emerged in 1987. Over 97 million Paddle Pops are sold and eaten worldwide each year.
Advertising
Message: fun, excitement, love, and friendship.
Paddle Pop is all about fun and play, bringing kids to different angles of joy while enjoying the ice cream since ice cream “is a pleasurable food which brings smile and happiness.” The Paddle Pop Lion has a friendly face and adventurous attitude.
Advertising Campaign:
· 2007: Paddle Pop Cyberion
· 2008: Paddle Pop Pyrata
· 2009: Paddle Pop Kombatei
· 2010: Paddle Pop Elemagika
· 2011: Paddle Pop Begins
· 2012: Paddle Pop DinoTerra
Advertising Strategy + Media
1. Integrated Marketing Communication Objective
· Short Term
Making Wall’s Paddle Pop children’s number one favorite ice cream brand, increasing the numbers of products sold.
· Long Term
Making children (and their parents) happy, bringing smiles to children, for this brand to be remembered from time to time.
2. Integrated Marketing Communication Strategy
· Short Term
Visiting schools (kindergartens), attractive displays, children events, games in Paddle Pop website with gifts to win.
· Long Term
Continuous promotion, studying children interest from time to time.
3. Integrated Marketing Communication Media
· Short Term
Children magazine, poster, banner, advertisement in children websites and Paddle Pop website, games in Paddle Pop website with gifts, visiting schools (kindergartens), children events, POP (Point of Purchase): attractive displays.
· Long Term
Promotion goes continuously, changing the advertising media by adapting to the trend.
Big Idea
With the USP “Ice Cream with Great Flavors” and the ESP “Paddle The Joy & Goes Pop!”, all medias being used will be children-friendly, using colorful images to attract their attention.
This campaign will have the theme like that of American classic Indian, with a main character promoting the Paddle Pop’s products. The tagline “Paddle The Joy & Goes Pop!” will be present in all ads. The products being promoted are Rainbow Power, Choco Magma, Color Popper, Tornado Grape, Fruity Zap, and Berry Choc Lava.
Creative Execution
Above The Line:
· Billboard
·
TV Advertising
Through The Line:
·
Website Ads
 |
| The size is 800 x 200 pixels. |
Below The Line:
· Poster
·
Shop Display
References
http://en.wikipedia.org/wiki/Wall’s_(ice_cream)
http://en.wikipedia.org/wiki/Paddle_Pop
http://info.paddlepop.co.id/
http://niganku.wordpress.com/2012/07/18/mengintip-sejarah-unik-terciptanyaice-
cream-walls/
http://walls.co.uk
http://www.paddlepop.co.id/
http://www.unilever.com.vn/our-brands/detail/Wall-s-ice-cream/313006/
http://www.youtube.com/watch?v=3u0Uo1Ma22M
