Our brief was to increase levels of interactivity between consumers and the brand. By doing this, we hoped to enable Coco Pops to retain their position as Kellogg’s best performing children’s cereal.Research had shown that kids aged 4-8 love to belong. Therefore our strategy was to seemingly empower kids to determine the outcome of the “Dr Tikki” advertising storyline. By inviting kids to join Coco’s gang and help keep Coco Pops safe from Crafty Croc, we gave kids the feeling that they could have a genuine impact – giving them a sense of ownership and loyalty to the brand.

Before the campaign began, we recapped Croc’s dastardly deeds with a TV ad that drove kids online to email Coco what they thought Croc would do next. The first “Dr Tikki” TVC then showed Croc setting off to find the Chocolate Source map, having been turned invisible by Dr Tikki the Magician.Kids could find the spell to turn Croc visible again on the back of the pack, and send it to Coco online through a virtual phone. The final TVC then showed Coco receiving the message and saving the map, pointing kids back to pack for their reward.