How to future-proof your brand by building the nextgen consumers? Sustagen and Ovaltine show how.

Catch them young and you have them for life. That's how forward looking marketers ensure longevity for their brands. As part of this objective Bristol Myers launched a campaign to educate children on the benefits of good nutrition. To sweeten the deal a beverage shaker was banded with the pack and advertised in the dailies with spot colour ads.

With Ovaltine we took a difference approach. We employed the comic strip format to educate the young on how to prepare the beverage hot or cold as they fancy. This ad was produced in conjunction with the Mr Men’s ’84 Olympics Collection where consumers collect Mr Men stickers packed in Ovaltine tins and paste them in a collector's album to qualify for a Mr Men School Kit (below) and other prizes.

For the World Cup Espana '82 Promotion, Ovaltine offered a Sports Bidon to be redeemed by collecting a set of stickers banded with Ovaltine packs. The premium proved very popular and many school children were seen drinking from their Bidons in and outside their schools, further exposing the Ovaltine brand to the target group.

In this Pilot Pen Children's Day Promotion a pen was banded with a pack of Milo Cereals to make the day for children on their day.