We decided to create a range of adventures for PaddlePop Lion with a full length TV series of 11 x 22 min episodes at their heart.

Kids were also able to watch the content as a 90 minute movie in cinemas, on DVD and online too.In addition to the content, we developed a 360 immersion programme keeping kids engaged all summer long. From a PaddlePop Adventures Song & Dance video, online gaming, live events, theme park partnerships, to dedicated websites, PR, sponsorships and competitions. We also included activity to support sales of Kids Ice Cream – Innovative new ice cream products themed with the movies were created so that kids could get to TASTE the adventure too. PaddlePop Adventures featured in over 1 million Kids Ice Cream POS outlets globally and in TVCs more than 30 markets.

Conviction behind the brand rose to 71% in Indonesia and in launch markets we achieved awareness of up to 90%.

In Turkey, we hit a high of the #3 most watched film in the country performing ahead of Hollywood movies.

Over 1.2M kids in India joined to the PaddlePop Gaming League and over 5 million DVD’s were redeemed via promotions in Southeast Asia.The impact of our program translated into unprecedented Ice Cream sales with global growth of +26% in 2011 with new markets growing even more strongly at +43%.