The company will launch its multi-platform marketing strategy at the end of May.
Alongside a robust TV strategy is a high profile digital campaign, extensive sampling opportunities and a partnership with Fiat UK.
28th May marks the start of a heavyweight TV strategy with a 20 second TVC shown across children’s terrestrial and satellite channels until November. The TV plan will coincide with a digital campaign, including a branded microsite and TV shout out that will run for four weeks on Popfun and Swapits. Complementing this will be a full page press campaign in top publications, reaching almost three million girls.
An extensive Pom Pom WOW! sampling event will also take place, including covermounting in two popular tween publications and a large retailer activity which will see over 400 individual demonstration kits made and distributed to stores in the coming weeks.
Character Options and Fiat UK will also be Pom Pomming a Fiat 500L and taking a tour around London landmarks during May half term, with further sampling from the vehicle along the way. The weekends following the main tour will see retailer visits, all of which will be publicised across a full spectrum of social media channels.
Mark Hunt, marketing manager at Character Options, said: “Every indication suggests that Pom Pom WOW! is going to be a huge craft craze. Our sampling, advertising and Pom Pom car stunt will ensure we create the strongest awareness possible for this brand.”