Relaunching a brand perceived as a Grandma’s sweet goods company West of the Mississippi is a challenge, especially during the rise of our nation’s childhood obesity concern. So, you have to think outside the box. The target is not the kid who sits around and plays video games for hours upon hours. The target are the active kids (skateboarders, snowboarders, surfers) where calories are burned due to daily activity. How do you get the word out to this target? Advertise in extreme sports magazines, but not with ads, with posters that kids rip out of the magazines and hang on their bedroom walls.
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