Sony Music: Die drei pizza

Sony Music launched a new "Die drei ???" product within the food segment while maintaining the original quality standard and DNA of the brand by producing frozen pizzas that include interactive riddles.

Campaign details

Brand: Sony MusicAgency: KOSMOS VerlagRegion: EMEA

Strategy

Objective

Strategic Objective: To successfully launch a new "Die drei ???" product within a totally new segment (food) while maintaining the original quality standard and DNA of the brand.

Target Audience

This was a totally new product launch in a totally new segment for the franchise. We needed to build the product, design and execute a marketing campaign and convince German retailers to list our product in their stores. We decided to go for a high-quality product with a very unique product experience (the interactive riddle...

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