• Creative solutions. Sharp design. •
Package Design • Consumer Promotion
CHALLENGE: Partner with Warner Brothers to promote Superman Returns for a first-of-its-kind promotion involving Quaker and Tropicana products.
SOLUTION: A national online promotion of “Find Superman and Win” worked across all brands using a code from packaging for a randomly timed sweepstakes. To go beyond a limited time packaging redesign the Superman property was used in a unique way for each of the five brands and 25 SKUs involved. For Superman Crunch Cereal, Superman and the Cap’n work together to save Metropolis from a meteor. Life Cereal featured an exclusive character match game on the back, perfect for their young audience. Rice-a-Roni had a Superman trivia game a parent and child could solve together while the product cooks. Among concepts on the cutting-room floor, one was to give one of Superman’s unique superpowers to each of the brands (i.e., Superman’s cold breath would be on Tropicana packaging and an exclusive 3D Superman Shield would be under the cap).