Targeting the tween market

Gobbler, the Bakers Froozels brand icon

The challenge associated with the recent launch of Bakers Froozels has been to capture the attention of the tween market (10 - 12 years old), LSM 8 - 10. Included in the marketing mix is a viral marketing element, a 30" television commercial by Guru Advertising and sampling activities in schools, shopping malls and at major intersections. The campaign's reach is expected to exceed 200 000 consumers and aims to position Froozels as the first biscuit with the 'attitude' of potato chips to be aimed specifically at this market.