Tinkies: The Mega Mash-Up

Tinkies, a sponge cake brand, launched its Mega Mash-Up product in South Africa by creating music mash-ups to reach its young target audience.

Campaign details

Brand: TinkiesAdvertiser: Hello SqaureCountry: South Africa

Strategy

Objective

Tinkies - A nostalgic cake treat needed to launch it's fun innovative new Half & Half flavour variant into the market - a mash-up of favourite Tinkies variants into one! Strawberry & vanilla sponge cake with a creamy strawberry centre and another, chocolate & vanilla sponge cake with a creamy chocolate centre.

Currently, the Baked Treats Category is driven by indulgence, flavours, textures and formats. (Mintel 2017)

Aim: Drive growth, awareness, trial and market share.

Target Audience

Target Market Group = TMG

Core Audience:

  • Tweens,...

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