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CASE STUDY
Movie concessions & licensed marketing  


SENSE THE MAGIC WITH SPONGEBOB
THE CHALLENGE
Abbot’s Similac Gain School is a formula milk brand focused on giving babies the strongest possible start. Abbot was looking for new ways to regain lost market shares in the Philippines by tapping into a popular movie francise appealing to their young consumers and mothers alike.

THE SOLUTION
Since 1999, Spongebob has been entertaining families young and old . The launch of Spongebob: Sponge out of water was set to be a blockbuster success and Abbot agreed that this would be the perfect movie to tie up with.

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Abbot markets Similac Gain School as a great-tasting milk drink with Eye-Q Plus  Intelli-Pro to help optimize brain development and growth in preschool children. With this in mind. Zinc development and magic puzzle cup concept that let the kids practice their eye-hand coordination skills while drinking the milk.


THE RESUL​T
40k cups were produced in 3 different designs, each with a popular  character from the spongebob movie. 1 cup was bundled together with 1 canister of Similac Gain School to promote collectability through repeat purchase. The bundled pack was made available on special promotional displays in supermarkets nationwide in time for the movie launch.