Sweet Success: Bringing Jellikins and Cadbury Trebor Bassett Together
Background
Optical Image, a TV children’s animation production company needed additional funding to develop new episodes of Jellikins to meet the demand of international audiences. At the time, it was difficult to secure funding and broadcasters had limited funds to support content development.
Challenge
The Jellikins were originally designed around Jelly Babies sweets which was part of Cadbury Trebor Bassett. Optical Image were commissioned by GMTV and then in many other countries around the world. It was the first British fully 3D computer animated series to make it on to television.
Such was the popularity of the series that it secured prime children’s viewing slots around the world. This exposure would have been expensive for any advertiser to secure, especially on major American channels.
At the same time, Cadbury Trebor Bassett (CTB) were launching Jelly Babies Sweets into new geographical markets. We mapped CTB new territories with the roll out of Jellikins. We identified a large number of shared target markets.
We then contacted CTB with a proposal which highlighted the significance of the opportunity and the impact of providing sponsorship funding on the sale of Jelly Babies. We also offered CTB in America the opportunity to accommodate the design of Jelly Babies into the Jellikins. Thus creating a closer identity between the characters and Jellikins.
Solution
We initially undertook consultation meetings amongst representatives of the local community, existing support organisations and potential future partners. We also undertook extensive research into the demographics of the local community and wider Birmingham.
Based on this initial research, we also identified other initial potential partnerships and future relationship. We also considered other various development activities related to the building, including identifying future revenue opportunities.
Finally, we contributed to the final submitted business plan which was forwarded to Birmingham City Council.
Outcome
Cadbury Trebor Bassett signed an agreement with Optical Image to sponsor the development of the new episodes of Jellikins. The launch of the series in new territories would run parallel to the launch of Jelly Babies in the target markets.