PARIS, December 20, 2013 — Prince de LU (Mondelēz International) is the leading children's biscuits brand in France, Spain, Belgium and the Netherlands. For over 90 years, it has been delighting kids with its unique sandwich biscuit and its iconic character. With 64,000 tons produced in Europe every year, the brand is an indisputable leader in the biscuit market. Continuously winning mothers' trust with over 215M packs sold every year, Prince has renewed itself across the years with nutritional improvements, new formats and new flavors.
However, for the first time since its launch, it is time for Prince to take a step forward and rejuvenate the brand in order to gain in modernity, proximity and engagement while creating a sustainable and deep relationship with its consumers. Today, inspired by the entertainment industry and some of the biggest animation studios in the world, the new Prince campaign creates a breakthrough initiative that goes beyond simple advertisement.
In collaboration with Ogilvy & Mather Paris, Prince launches a new communication platform that engages all generations and that will win the hearts of children and mothers alike.
This Fall, the campaign launches on all screens: TV, web, tablets and mobile. Welcome to Princeland!
Princeland: Prince's new Kingdom
After one year of creative exploration and development, Prince launches its new campaign with a unique universe worthy of the greatest animated films. For the very first time, Prince creates a true story around its icon. New characters will accompany Prince - to build a story around Princeland. In his new Kingdom, Princeland, Prince will guide his six apprentices in their daily challenges and adventures, giving them the keys to become strong and brave princes and princesses.
We decided to enter into a new phase in which, with the help of some of the greatest scenarists, an entirely new universe was created. We leveraged the underused Prince character to transform him into the protagonist of fantastic new adventures that will empower his latest recruits and kids from everywhere.
The six new characters are:
- Rick: the dashing, strong guy, who's terrified of little spiders
- Lily: the pretty posh girl, always well dressed and ready to face any challenge
- Zig & Zag: the unstoppable twins, full of vivid imagination and energy…maybe too much
- Joe: the intrepid tomboy, afraid of nothing ... except opening her heart
- Barry: the loveable Kung Fu master, with a soft side
Prince, the time for "branded entertainment"
Prince creates a universe with unlimited potential in terms of storytelling.
"The objective was to rejuvenate the brand and to create a stronger engagement with our consumers. With Princeland, we have tapped into the Prince's strong DNA and existing equity assets, leveraging the power of the Prince territory, imaginary and values of courage and boldness in a very contemporary and exciting way" says Julie Levet, Growth Platform Leader Prince MEU at Mondelez International. "We are creating a very rich and engaging content that will definitely touch kids and mums' hearts".
"The whole creative process was motivated by the way in which the greatest animation studios work. We had to remove ourselves from a purely commercial activity, to ensure that a narrative element remained at the heart of the creative process," says Fred Levron, Creative Director at Ogilvy & Mather, Paris.
To respond to the new needs and behavior of children born in the digital age, Prince created a custom-made platform, fully in line with new digital experiences. "Our bold approach to branded entertainment aims to create a platform of rich, engaging content both for adults and children. With this initiative, the Prince brand fully enters into the modern world of 3D," says Chris Garbutt, Chief Creative Officer at Ogilvy & Mather, Paris.
This new universe is being launched through two commercials, on mobile, tablets and web at www.luprinceland.com, where moms and their children can discover the entire kingdom and all the characters' adventures in short episodes.
"We have started the journey with a commercial and today we are ready to go on to the big screen" says Karine Chik, Category Director Fuel Biscuits MEU at Mondelez International. "With this new communication platform, Prince is entering the era of branded entertainment and cross-media storytelling of the 21st century".
About Mondelez Europe
With over 30,000 employees in 33 countries and around $14 billion in revenue in 2012, Mondelez Europe is a leader in its five key categories: chocolate, biscuits, coffee, cheese, gum and candy. Its portfolio includes beloved brands such as Cadbury, Côte d'Or, Milka, Toblerone, belVita, LU, Oreo, Carte Noire, Kenco, Jacobs, Tassimo, Philadelphia, Trident and Halls. Visit www.mondelezinternational.eu
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2012 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelēz 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. Mondelēz International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
About Ogilvy & Mather Paris
Ogilvy & Mather is an advertising agency of the Ogilvy Group, a subsidiary of WPP. The agency's primary clients include: Coca-Cola, Dove, Europcar, Ford, IBM, Nestle, M6 Mobile, Perrier, Vittel, WWF, Prince LU and BPW-Nestea ... http://ogilvyparis.com/ Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY.) For more information, visit www.ogilvy.com
For more inforamtion, contact:
Kim Ball, firstname.lastname@example.org
Director External & Press Communications