A co-promotion deal with Warner Bros gave us rights to all the lead characters in Ice Age 2 so the movie and the drink would be synonymous.

In this integrated campaign: We replicated some of the movie’s main scenes in the TVC.We ussed an SMS competition to offer free tickets to Ice Age 2 including two premier exclusives and offered product samples at cinemas.We created games, wallpapers and recipes to engage kids online (enjoychilled.com).

Sales: All-India sales grew by 70% (target was 45%) during the promotion. Three key markets grew by over 100%.Online: 27,979 SMSs received; 30,000 website hits.Penetration: 18% in a slow-growing established category Average consumption: up 50% versus last year.