Pogo

A staple in Quebec since 1962, Pogo has had minimal communication with consumers since 2001. As the frozen category exploded, the challenge was to make the brand more memorable and socially acceptable among teen boys – and increase growth by 5%.

The solution was to marry the snack-on-a-stick’s unique style with the fact that guys love competing with their friends in games that are often simple and a bit ridiculous. Based on the campaign idea of “Be proud of your wiener,” teen boys were challenged to demonstrate their Pogo pride in “Pogothons” by holding their Pogo in the air for as long as they could.

In the first, unbranded phase, Starcom created buzz by seeding the Pogo icon on street signs, T-shirts and chalk art in high-traffic areas. Seven- and eight-second Pogo images were flashed on MusiquePlus and Vrak, while random MusiquePlus camera pans caught teens holding their Pogos high.

Phase two incorporated branding to build up to the “Mega-Pogothon.” Sticker poster pads were placed in skate parks and basketball courts, and boys then transferred them to their skateboards, lockers, etc. A mini-Pogothon at MusiquePlus was supported by brand videos, VJ mentions and promo spots. All branded elements drove to the website, where teens could sign up for the contest or play the online game. Live-to-tape capsules aired during the Mega-Pogothon and highlights were broadcast post-event.

Research illustrated that the Pogothon and the online game were particularly engaging, and tracking shows unaided awareness increased 22% in the corn dog category and over 300% in frozen food. The business goals are on track to be achieved.