Case Study: Dr. Oetker achieves 13.4% market share with i2i Marketing's Paula launch campaign

Dr. Oetker - Customer Case Study

Dr. Oetker, working with i2i Marketing, needed to launch Paula, a custard-style dessert for kids, in a highly competitive and promotionally driven children’s treats market. Using sales promotion, the brand wanted an integrated programme that would appeal to both children and their mothers, building trust while making the launch fun and memorable.

i2i Marketing delivered a multi-layered campaign centred on Paula’s animated rapping cow mascot, including “Paula’s World” at LEGOLAND Windsor, a nationwide grocer sampling tour with the cow-shaped “Paula-mobile,” on-pack discounted LEGOLAND tickets, and a PR search for talented under-12 rappers. The campaign helped Paula become the most successful launch in its category that year, achieving 13.4% market share, 600,000 opportunity to see, and £280,000 in PR media value, and it won an IPM Gold Award.

Dr. Oetker