Key Takeaways:
New Mascot: Thomas' Breakfast introduces Thom, its first brand character in 144 years, as part of the "Huzzah! A Toast to Breakfast" campaign.
Brand Building: This move aligns with a broader trend of brands returning to brand-building initiatives.
Campaign Goal: Thom aims to encourage consumers to slow down during their busy mornings and enjoy breakfast.
Marketing Channels: The campaign spans digital, social media, linear TV, connected TV (CTV), and other channels, showcasing Thomas' breakfast products.
Creative Agency: The effort was created in collaboration with agencies Vault Communications, DDB Worldwide, PHD Media, and Millennium Communications.
Additional Insights:
Breakfast Marketing Trend: Thomas' joins other breakfast marketers like Quaker in ramping up creative activity.
Mascot Success: The success of mascots like Pop-Tarts' edible mascot demonstrates the potential impact of a likable character.
Thomas' Recent Marketing Efforts: Thomas' has engaged in other marketing activities, including limited-edition merchandise, sweepstakes, and product launches.
Overall:
Thomas' introduction of Thom marks a significant shift in the brand's marketing strategy, focusing on brand building and engaging consumers with a relatable character. The campaign aims to revitalize breakfast enjoyment amidst the morning rush, leveraging various marketing channels to reach a wide audience. The success of this campaign could potentially inspire other brands to explore similar brand-building initiatives.
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