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General Mills India forays into snack market
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Saturday, 18 March, 2006, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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k market with the launch of
Dip Trix- a snack that kids can play with.
Dip Trix has fun shaped cookies with cream and is available in three flavours - chocolate, strawberry and orange. The cookies are packed in an international on-the-go tray pack and priced at Rs 5 for a 19 gm pack.
General Mills India director marketing Gayatri Yadav said, "The launch of Dip Trix marks the entry of General Mills into the high growth snack market. Unlike our other brands, Pillsbury, Green Giant & Betty Crocker - which are targeted to Moms, Dip Trix is "Just for Kids." The Dip Trix brand is all about unleashing fun, for the Indian child, who pressured by exams and expectations - often doesn't get the chance to just be a child and have fun."
The Trix brand is an iconic US brand - launched in 1959 - as a pioneer in creating food products that were "Just for Kids". With Dip Trix in India - General Mills hopes to recreate the magic of the Trix brand and its iconic mascot the "Trix rabbit".
The rabbit is a passionate pursuer desperately trying to get his hands on delicious Dip Trix, only to be foiled by kids passionate protectors, who remind him that "Silly Rabbit, Dip Trix are for kids".
This is bought alive in an engaging TV commercial that sets the stage for the "Dip Trix Challenge."
The Dip Trix launch will be supported with a 360 degree support plan - with fun TV advertising and a virtual playground on www.diptrix.com. Kids can go online and win "cookies" (virtual money which they can exchange for exciting prizes) - by playing a host of games or solving complex puzzles. Impactful in store visibility and promotions will also support the marketing mix. The brand will be sold in traditional grocer and impulse outlets - and is currently in the process of being launched nationally.
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