Wyeth Nutrition is reaching out to mothers and active kids via a new game show developed with GMA Networks to promotie Bonakid Pre-School’s improved milk formula.
The game show, named Bonakid Pre-School Ready Set Laban, pits two teams of moms and kids to compete in an obstacle course named after benefits from Triple Boost Advantage, the milk brand’s tagline for the new formula.
Aubrey Iñigo, senior product manager for Wyeth Nutrition, said the game show aims to help Bonakid Pre-School identify with more concrete brand images of healthy, active children.
“We chose games as our platform because this is the best way to showcase our new brand benefits for Bonakid Pre-School focusing on nutrients for growth, energy and immunity. What better way can you show strength, endurance, attitude and teamwork than in a game show?” she said.
While the brand speaks well to children, Iñigo told Marketing that its campaigns target mainly moms who are grocery decision makers.
Children solving problems with their moms is key feature of the game show, as also seen in past Bonakid Pre-School TVCs of successful kids guided by their moms..
“As much as possible we like our campaigns to be focused, with our main communication target being moms. They are still the purchase drivers. I agree that the products users are kids but communications are directed mainly to moms.”
The game show will initially have eight episodes and will be hosted by singer-songwriter and celebrity dad Ogie Alcasid. It will be part of GMA’s afternoon schedule on Saturdays starting 20 April placed before the network’s top-rated noon time show Eat Bulaga.
After its last episode on 8 June, Iñigo confirmed that Bonakid will bring the whole obstacle course at SM Mall of Asia as a culminating event scheduled on 23 June to give viewers a chance to experience the show.
Bonakid Pre-School Ready Set Laban marks the brand’s third partnership with the broadcaster.
Bonakid Pre-School had celebrity kids perform short spiels in between GMA shows in 2011 to kick off what will be a long-standing marketing partnership with the network. Its most recent ad campaign with GMA was a 4-part mini-movie series called “Best Friends” in 2012.
The number of teams who fell in line for the audition could be a healthy sign of viewership and may prompt Wyeth to buy more episodes. Around 400 pairs were interviewed before the final 24 contestants were picked to compete for more than P1 million in cash prizes.
The potential audience for the show also seems huge. Last year, GMA’s afternoon block in Urban Luzon garnered the highest ratings in a Nielsen survey – a 39.2% total day average compared with the 25.2% of ABS-CBN and 14.7% of TV5.