Slush Puppie Canada

Objectives

• Grow sales and become #1 in the slush beverages category
• Reward and build up customer and partner loyalty
• Increase the number of Facebook fans and generate website traffic

Scope

• Target audience: 14–17 year olds, families, young adults
• Markets: Quebec, Ontario, Maritimes
• Time frame: May–August 2014

Strategy

Let’s start fresh! Slush Puppie introduced a new flavor and two contests. We launched a strategic media campaign to reach a broader geographic area and focus on our target demographics. Three types of media were used—internal media (specific distribution channels, including social media), paid media through Web banners and YouTube ads, and earned media with activation through NRJ radio partners. On the creative side, the campaign was injected with a fun personality by animating the Yumberry fruit and giving it a comical voice.

Results

60,689 video views and an impressive click rate. We saw a 50% increase in Web traffic during the campaign and a 30% campaign boost from partners. The campaign reached more than 250,000 people through internal media.