INNOVATION | The Hong Kong marketing team has once again given a new and creative boost to the Tempo business. The Tempo Hanky for Kids launched in Hong Kong in September 2010 and it was not just a launch of a new product. A new character named Ploppy was born and the core of the campaign was the independence and capability of kids.
“This is a good example that shows that successful innovation is not just about inventing new products." says Carole Bodart, Portfolio Director, Global Consumer Tissue Category.
The product was specifically designed for the target group of 4-8 year olds. The packaging is customized with an enlarged resealable sticker and there are on-pack collectibles. Moreover the hankies have a sweet fragrance of strawberry.
Ploppy comes from Plooto
The Ploppy character, depicted on every pack of Tempo Kids, is 5 years old and comes from Plooto, a planet far away from the galaxy. He receives signals of happiness on Earth and hops on his spaceship, the Super-Whoosh, to pay a visit to Earth. He has created a tradition that kids have to make a trip to other planets by the age of 5 in order to become independent.
Tempo Kids Day
Awareness was built with activities like a Tempo Kids Day, which is a carnival with various games to boost kids’ imagination, creativity, self-confidence and social skills as well as the Kindergarten Program which is a direct approach and communication with kids aged 4-5 years at 300 kindergartens. Through talks and games, the kids are taught the importance of hygiene and independence.
To date 115 schools have received visits from the Ploppy team and 13.300 kids have been reached. Kids are excited to play Ploppy games and to receive Ploppy gift sets. The program will continue until Q1 2011 and the target is to reach 300 schools and 24.000 kids.
“This is just the starting point. We expect Tempo Kids to become another hero product in the Tempo hanky portfolio” says Aileen Ho, Marketing Manager Hong Kong.
Charlotte Meynert