Ogilvy Creates Partnership Between Capri Sun and Ubisoft
TARRYTOWN, N.Y., Nov. 17 /PRNewswire/ -- Kraft's Capri Sun brand enters into new marketing territory though a domestic integrated marketing partnership with Ubisoft's Rayman Raving Rabbids(R) TV Party video game. The partnership was developed by Kraft's longtime advertising agency, Ogilvy New York.
The wholly integrated marketing campaign includes integration of Capri Sun in the forthcoming Rayman Raving Rabbids TV Party video game for the Wii(TM) home video game system from Nintendo. The game and the Capri Sun participation with the series are being promoted nationwide on 50 million boxes of Capri Sun, through television advertising under the Capri Sun "Respect the Pouch" campaign, on a microsite with customized Capri Sun / Rayman Raving Rabbids Web games that feature specially designed Raving Rabbids characters and an online sweepstakes.
"As marketers, we're always looking for inventive ways to keep the brand cool and relevant with our audience," said Vinay Sharma, senior brand manager, Capri Sun. "This promotion brings together Capri Sun, which has always stood for active fun, and the unique active gaming style of Wii. The partnership is fun and engaging for kids as it encourages physical activity, and we're thrilled to be part of this unique initiative."
"Working with Kraft and Ogilvy on the Capri Sun partnership provides Ubisoft with an opportunity to showcase the quirkiness of the Raving Rabbids and the entertaining gameplay of the new title," said Tony Key, senior vice president of sales and marketing at Ubisoft.
Ogilvy's Digital Innovation Lab began working on the gaming concept over a year ago and selected the Rayman Raving Rabbids TV Party game based on research of the gaming market and the target audience. Although research showed that 98% of boys and 84% of girls within the Capri Sun target audience play video games, the agency focused on the Wii system since it requires kids to be mobile and active, something Capri Sun has always reflected.
"We see gaming as an opportunity for brands to create meaningful brand engagements," said Maria Mandel, executive director of Ogilvy's Digital Innovation Lab in New York. "When you can build an entire 360-degree effort and include new marketing platforms such as active gaming, you have a richer and more meaningful way to build the relationship."
Promotion maximizes the fun
To maximize the partnership with the Raving Rabbids brand, Capri Sun is featuring the game and its characters in all promotional elements. In addition, Ubisoft has developed an online exclusive game called "Rabbid Droppings" on the RespectThePouch.com website. The website also includes a sweepstakes that offers consumers a chance to win one of four ultimate gaming system packages, including a 46" HDTV, Home Theater System, a Wii system, three Wii Remotes(TM), a Wii Balance Board(TM) accessory and one Rayman Raving Rabbids game.
Two of the mini-games integrate Capri Sun within the story and gameplay. Three new Rabbid characters, each tied to one of the three Capri Sun varieties, were created exclusively for the marketing campaign and integration in the Wii version of Rayman Raving Rabbids TV Party game.
About Capri Sun
Capri Sun is the number-one ready-to-drink kids' beverage. The line, all available in cool silver pouches, includes Capri Sun juice drink, Capri Sun Roarin' Waters beverage and Capri Sun 100% Juice. All three sublines fall under Kraft's Sensible Solutions platform and are sold across the US in a wide range of great-tasting flavors. To learn more about Capri Sun, go to www.caprisun.com.
About Ogilvy North America
Ogilvy North America (www.ogilvy.com), is the largest unit of The Ogilvy Group agency network, a subsidiary of WPP Group plc (Nasdaq: WPPGY). It has offices in New York, Chicago, Los Angeles, San Francisco, Detroit, Durham, Minneapolis, Denver, and throughout Canada. Ogilvy North America brings together all the capabilities of the Ogilvy network to provide integrated marketing solutions to the agency's clients. It encompasses Ogilvy & Mather Advertising, OgilvyEntertainment, OgilvyOne, OgilvyInteractive, Neo@Ogilvy, Ogilvy Healthworld, Ogilvy Public Relations and OgilvyAction.
About Ubisoft
Ubisoft is a leading producer, publisher and distributor of interactive entertainment products worldwide and has grown considerably through a strong and diversified line-up of products and partnerships. Ubisoft has teams in 28 countries and distributes games in more than 55 countries around the globe. It is committed to delivering high-quality, cutting-edge video game titles to consumers. For the 2007-08 fiscal year Ubisoft generated sales of 928 million euros. To learn more, please visit www.ubisoftgroup.com.
Capri Sun and the Capri Sun pouch are a trademark of the Deutsche SiSi-Werke GmbH & Co. Betriebs KG.
(C) 2008 Ubisoft Entertainment. All Rights Reserved. Rayman, Rayman Raving Rabbids, the character of Rayman, Ubisoft, Ubi.com, and the Ubisoft logo are trademarks of Ubisoft Entertainment in the U.S. and/or other countries. Wii and the Wii logo are trademarks of Nintendo. (C) 2006 Nintendo.
SOURCE Ogilvy North America
For further information: Bridget MacConnell of Kraft Foods, +1-914-425-6979, Bridget.MacConnell@kraft.com; or Lisa Revelli of Ubisoft, +1-415-547-4045, Lisa.Revelli@ubisoft.com; or Toni Lee of Ogilvy, +1-212-237-5090, Toni.Lee@ogilvy.com
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