Sugar Puffs Revives Honey Monster for Latest Initiative

by Gemma O'Reilly, Promotions & Incentives 07-Mar-07, 15:12

Food marketer Big Bear is resurrecting promotional icon the Sugar Puffs Honey Monster in a move to distance the cereal from negative connotations around sugar.

“When the brand was bought from PepsiCo last year we considered changing the name from Sugar Puffs because it has a perception that it is high in sugar, which it isn’t,” said Paula Moss, marketing director at Honey Monster Foods. “But we decided not to and recognised the equity inherent in the Honey Monster which is integral to the band. There hasn’t been a Honey Monster on-pack for more than two years and we are bringing him back for this campaign.”

The breakfast brand is teaming up with Hives Save Lives, a UK charity developed to help provide sustainable means to alleviating poverty in Africa.

A three-month promotion includes a series of experiential events nationwide at which families can meet the Honey Monster. The activity is designed to highlight that the monster is back and to reintroduce him to families.

An on-pack push through Catalyst is also running on four million cereal packs, encouraging children to become a “honey hero” and receive a pack containing a personalised certificate, membership card and badge, charity wristband and honey bee keyring.

Big Bear will also drive fundraising in schools, in a simultaneous promotion designed by Publicis. A mailer sent to 24,500 primary schools will encourage pupils to get involved.