Brief:

Sledge was briefed to create a nationwide live brand experience campaign to launch The Natural Confectionery Company in the UK. The campaign was to raise brand awareness, to help parents discover the sweets for themselves in relaxed, informal environment and to build a relationship between TNCC and mums.

Solution:

We created an Adventure Jungle Activity Centre; a fun play area for kids equipped with slides, ball pits and wonky mirrors, all of which were designed around TNCC’s animal characters. In addition to this, Sledge set up various other activities to introduce people to the brand, such as games where children had to guess the flavours of sweets by smelling them, a giant magnetic footprint game, face-painting and giant colouring boards. Whilst kids enjoyed the entertainment on offer, parents were able to sit back, relax and even opt for a free massage.

The Natural Confectionery sweets were sampled throughout the day via the parents. Additionally, children were given a going away present of monkey ears and an activity book, which was designed to help drive the word-of-mouth campaign. To support the activity a straight sampling team also toured Woolworth stores throughout the UK.

Results:

The events were a success and give credit to TNCC as a brand. They contributed to building the brand image desired by TNCC and helped develop a relationship between TNCC and mums.

The campaign was a huge success, reaching over 2 million consumers.