We needed kids (10-12 year olds) to embrace Fruit Winders prior to its launch on shelf. The problem was that kids - particularly at this age - are difficult to interact with. Our insight was that communicating with each other is at the heart of play for these kids. If we were going to succeed, we had to leverage communication. So, we developed an underground language based on symbols (Chewchat) that would be discovered by kids, evolved by kids and owned by kids - online and away from adults. We spread Chewchat via word of web, eg: emails between kids in Chewchat symbols found in the Chatterbox section of the site. We then phased in Kellogg's branding and additional activities closer to the product launch. To reinforce the key product attribute of over 60% real fruit we introduced fruit tormenters: Blabber (orange), Sorbabe (strawberry) and Booster (blackcurrent). These anti-hero characters smash, squish and terrify fruit in order to create the product. They have also become incredibly popular with our kids. In 2002, we continue to refresh the site with new games, characters and chances to win prizes because we know that this improves time online interacting and ultimately brand awareness. The results: 5,476,139 hits, 1,240,368 page views. Over 157,697 unique visitors spending on average 10 minutes on site. Third party sites, eg: Diggit, enjoying click through rates that are 48 times higher. Stock sold out 4 weeks after product launch - postponing the advertising launch until supply is geared up to meet demand. Real Fruit Winders became a top 15 confectionery brand in the UK (Source: Information Services, Sept 2001)