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“Nabisco wanted to launch Air Crisps as a standalone brand targeting 18 - 34 year olds, while still appealing to the core base of 35+ moms. Clarion created a national event for the key summer consumption period to drive volume, create unique and ownable equity for the Air Crisp trademark, generate excitement among target consumers and trade, and promote trial and purchase via product sampling. The thematic was an ‘Air Crisps Crisp Night Air Concert’ event featuring a sweepstakes where winners were invited to a private concert on the U.S.S. Intrepid with the B-52’s and special guest Duncan Sheik. The sweepstakes was promoted via packaging, direct mail, promotional radio, an Air Crisp Web site, and local marketing sampling. This event was responsible for the largest sales volume increase in brand history - a 62% increase from a year ago.” |
