Kellogg’s is to launch a new variant of its Krave cereal brand exclusively to fans on Facebook.
The official Krave Facebook page, with over 80,000 fans and nominated by Facebook as one of the best examples of a brand Facebook page in 2010, will provide the platform for the launch of Krave Milk Chocolate. It’s the first time Kellogg’s has used social media to launch a new product.
“We’ve got 80,000 loyal Krave fans waiting for the latest Krave news on Facebook,” said Laura Sutcliffe, brand manager for Krave. “We want them to hear this exciting news from us first, so we’ll be launching Krave Milk Chocolate exclusively to them.”
Part of the Facebook launch will include offering free trial packs to fans through an innovative online sampling mechanic developed by digital creative agency CMW.
Kellogg’s will also be working with specialist social media agency, Eyeka, to deliver engaging video content to fans on Facebook and create strong interaction throughout the launch.
There will be a new TV advertisement, developed by Leo Burnett, which builds on the previous illustrations of living Krave cereal pieces relentlessly pursuing chunks of chocolate for its filling. Kellogg’s will also support the launch with outdoor and digital advertising.
Krave Hazelnut Chocolate launched in January 2010 as the UK’s only breakfast cereal to be specifically targeted at the 16-24 year old market.
Kellogg’s is investing a total of £2m in the launch of Krave Milk Chocolate, the product is available to buy from all leading retailers now, RRP £2.49
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