Kiwis love their Weet-Bix, almost as much as they love their All Blacks. In this fully integrated campaign, we brought the two brands together to help Kiwi Kids get closer to their All Blacks heroes.
Launched in June 2009, Weet-Bix All Black Team Tags featured in-pack holographic 3D player cards, which allowed fans to take their support to a whole new dimension. Not only could kids use the cards to play our original rugby-inspired games, but could collect all 30 to earn points to win prizes, such as the chance to hang out with their favourite All-Blacks heroes.
Tapping into the tribal nature of sport, Team Tags was an awesome way to create unique All Blacks’ experiences for Kiwi Kids whilst simultaneously driving Weet-Bix sales and building brand awareness.
As well as the website and Team Tags themselves, the campaign included pack design, point of sale, and print support. And despite being launched during the FIFA World Cup when the All Whites suddenly stood up to be counted, Team Tags attracted two thousand users in the first two weeks and continues to grow momentum in the lead up to next year’s Rugby World Cup in New Zealand.
Game on!
