http://x-entertainment.com/updates/pics/toyzncandy/5.jpg
Fruit Gushers has come out with a new promotion to replace their old Halloween edition. The old Halloween edition Fruit Gushers only changed the packaging of the product. The product itself did not have any adjustments from the normal Fruit Gushers. There are many possibilities for a Halloween theme that General Mills has not taken advantage of. A couple possibilities lie within the shape and color of the candy.
The new promotion will utilize the candy by creating shapes associated with flavors. Using the association will allow us to market the candy better. Children will talk about which flavor is their favorite. The conversation will create free advertising for the Fruit Gushers brand. The association of shapes and monsters will also include certain colors. There will be 18 different types of Fruit Gushers.
Packaging consisted of changing the box to a monster figure on the front. The only other item that had been changed would be the flavor title. Fruit Gushers used “Tropical Spooky Fruit” as their flavor title. The new promotion would not have titles to their packaging. The surprise factor would help boost sales as children attempted to taste each flavor.
Children could also utilize the website to play games that are designed around the different flavors (the website would be specific to the Fruit Gushers brand). The website will be designed to also help stir up conversation amongst children (through specials or possibly even getting certain flavors by playing games).
The new promotion will be designed to take advantage of the holidays, but also make an annual tradition. The annual tradition will also provide free advertising through recognition. Fruit Gushers new promotion will bring several new advertising techniques to the brand. The avenues that General Mills can take with the new techniques could also be used for other holidays.