CASE
Masha and the Bear teamed up with Ferrero for a 16 week promotion (September – December 2014), launching special branded Kinder products at retail throughout Russia and CIS. After collecting packaging of 10 promotional products, children could send them away to win a Masha branded suitcase. The success of the promotion exceed everyone’s expectations.

OBJECTIVES

  • Strengthen Masha brand awareness
  • Increase Ferrero sales of Kinder products

KEY MEDIA & MECHANISM

  • TV Campaign with bespoke advert created by Animaccord Studio
  • In-Store POS

KEY RESULTS

  • By 10th November, children had sent in over 84.000 letters with
    promotional packaging which equates to sales of over 1.26m units
  • During the campaign, Ferrero sold over 37m Masha branded products
  • Sales exceeded expectations 5 times over and has led to a
    prolonged partnership throughout 2015 and 2016

BRAND IMPACT

  • Extends retail presence into additional in store sections
  • Financial gains from tapping into high turnover FMCG
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