The Magic Of Ultra Mel Mini – Teeny’s journey to make 125ml of magic.

Ultra Mel Custard is a well established and much loved South African favourite, traditionally reserved for Sunday lunch and family occasions. They decided that they wanted to break into the daily consumption market and decided to launch a teeny tiny version called Ultra Mel Mini – 125ml of pure magic.

To launch this magical little snack we created a brand world that featured the tiny cow from the pack – we called her Teeny. She went on a magical journey around South Africa, visiting her friends and collecting ingredients along the way to turn her milk into a magical treat.

Base2s Associate creative director and illustrator Helga Malan created the 4 characters and their world and Lize du Plessis, another of our Associate creative directors, wrote the beautiful rhyme. We then worked with Masters & Savant and Kwazi Mojo to create our:

90″ Digital content piece:

The digital content piece was also cut down to be flighted on television.

35″ TV commercial:

Ultra Mel Mini has already been featured on:

BestAdsOnTV.com

http://sie.pm/1OfCQLr

AdsOfTheWorld.com

http://adsoftheworld.com/media/tv/ultra_mel_the_magic_of_mini

The TVC prompted viewers to follow Teeny’s full story on Facebook:

Ongoing engagement beyond the content piece was a hugely important part of our launch strategy. We wanted moms and kids to go onto Facebook and find more. On a weekly basis we introduced the characters and their back stories. Our biggest triumph for ongoing engagement however was our usable social posts – from colouring in, to completing puzzles and building things – we released the weekly activity posts that mom just had to print out. The response to these has been overwhelming.