Mondelez's belVita Breakfast Biscuits brand announces launch of new integrated marketing campaign highlighting winning morning moments; campaign includes US TV spot, storefront retail activation on New York's Lower East Side, social media program
EAST HANOVER, New Jersey
January 30, 2014
– Kicks Off New Integrated Marketing Campaign Highlighting Winning Morning Moments
Crunchy belVita Breakfast Biscuits, which are carefully baked to provide steady energy all morning long, announces the launch of its new "#MorningWin – Steady Energy, All Morning Long" campaign. The integrated campaign includes a national television spot, a storefront retail activation on New York's Lower East Side, a rich social media program and content integration. belVita's "#MorningWin" celebrates those who accomplish victories each morning, like eating a belVita Breakfast and getting the kids to school on time. Wins, no matter how big or small, make a difference in the morning!
"Our #MorningWin campaign encourages consumers to share how they use the steady energy from crunchy belVita Breakfast Biscuits to achieve their morning wins through a variety of fun rewards and recognition-driven communications," said Scott Marcus, Senior Brand Manager at Mondelez International. "This work is the first of its kind utilizing both social listening and 3D printing technology and, as a brand committed to providing nutritious all-morning energy, we are excited to acknowledge the accomplishments people can achieve in their mornings."
Select morning wins shared with @belVita on Twitter using the hashtag #MorningWin will receive tailored responses from belVita in the form of personalized certificates, videos, virtual 3D trophies and/or real morning win trophies customized to celebrate the specific feat. Because who doesn't want a trophy?
"When you think about it, every morning has a moment of victory like finding socks that match," said Kevin Brady, Executive Creative Director, Droga5. "We're proud to celebrate those morning wins with an integrated campaign that includes national television spots, radio jingles, personalized tweets, 3D trophies printed in real time, and branded content partnerships. Through these elements, belVita is helping spread a positive morning outlook even further."
Each video, certificate and trophy will be created with the consumer in mind, taking his or her personal victory and celebrating it among the belVita community.
See belVita's new Susan's Morning Win spot and personalized trophy videos, created by Droga5 New York, at www.youtube.com/belVita and follow @belVita for more information.
The belVita brand introduced its first breakfast biscuits in France more than a decade ago and now sells in more than 40 countries around the world. The crunchy biscuits provide steady energy from a combination of carefully selected ingredients and a special baking process that helps preserve the integrity of the grain so that the carbohydrates are slowly released in the body. They provide 18-20 grams of whole grains per 50 gram serving and are a good source of fiber1.
For those who prefer a soft texture, belVita Soft Baked Breakfast Biscuits provide 20% of the Daily Value of Fiber (7g fat per serving) and are made with 11 grams of whole grains. Both varieties of crunchy and soft biscuits contain no high fructose corn syrup, partially hydrogenated oils or artificial flavors or sweeteners.
1belVita Biscuits contain 7-8g total fat per 50g serving
About Mondelez International
Mondelez International, Inc. (MDLZ) is a global snacking powerhouse, with 2012 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelez International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit http://www.mondelezinternational.com and www.facebook.com/mondelezinternational.