Kuai-Kuai Promo DO YOUR GOODIE by J. Walter Thompson Taipei

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Industry Confectionery & snacks, Snacks
Media Promo & PR
Market China
Agency J. Walter Thompson Taipei
Associate Creative Director Tc Chen
Executive Creative Director I-Fei Chang
Art Director Agnes Huang
Copywriter Miki Chang
Designer Eugene Li
Producer Hannah Yu
Released March 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: KUAI-KUAI
Product/Service: SNACK
Date of First Appearance: Mar 25 2010
Entrant Company: JWT TAIWAN, Taipei, CHINESE TAIPEI
Executive Creative Director: I-Fei Chang (JWT Taiwan)
Associate Creative Director: TC Chen (JWT Taiwan)
Designer: Eugene Li (JWT Taiwan)
Copywriter: Miki Chang (JWT Taiwan)
Art Director: Agnes Huang (JWT Taiwan)
Account Director: Charlene Hou (JWT Taiwan)
Account Executive: Amanda Ting (JWT Taiwan)
Producer: Hannah Yu (JWT Taiwan)
Media placement: Packaging - 7-11 Convenient Store - 20/03/2010
Media placement: Shelf Display - 7-11 Convenient Store - 20/03/2010
Media placement: Internet - Yahoo - 05/05/2010
Media placement: TV - TVBS - 25/03/2010

Describe the objective of the promotion.
GOODIE has been a beloved snack for all the children in Taiwan for 40 years. Because of its name, which means “well-behaved baby”, GOODIE snack represents a moral standard for little children, but not for growing teenagers. The “Do your GOODIE” campaign aimed to make teenagers set their own value of “What good is” to make the GOODIE snack not so childish.

Describe how the promotion developed from concept to implementation.
We believe that asking teenagers to set their own value of Goodie is better than asking them to be Goodie. A new “Graffiti Packaging” for the GOODIE snack encouraged teenagers to make their own definition of GOODIE. Creative shelf display, TV commercials, and even “Virtual Snacks” on internet also carried out the “Do your GOODIE” campaign.

Explain why the method of promotion was most relevant to the product or service.
We used the name and packaging of the GOODIE snack directly. The “Do your GOODIE” campaign didn’t change the wording or shape of GOODIE, but the meaning of it. Being bold, cool, and yourself is also GOODIE. We just expanded the definition of the word “GOODIE”.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The definition of the word and the brand “GOODIE” was significantly changed in this campaign. The Graffiti Packaging sold out very rapidly. At least 500 teenagers posted their graffiti works on blogs or albums. TV commercials were viewed over 102,000 times on YouTube and discussed on over 250 pages. Virtual Snacks were also used and sent by over 53,000 people.