Müller launched Rice Remix with just 3 SKUs into a crowded fixture shopped by promiscuous consumers. How could they guarantee stand-out, trial and repeat purchase in a category in decline?
To get cut-through we knew we had to leverage the fame & fan base of Tasty B – the brand’s ultra cool ambassador. Anyone buying 8 twin-packs would be rewarded with a FREE top quality talking and rapping Tasty B Bear, designed and created by Blue Chip working with an overseas supplier.
Sales increased by 78% YOY and claims for the bear ran at five times the industry average sparking an eBay bidding frenzy!