Part of the year long sponsorship deal with Bokomo is that they will introduce into the KwaZulu-Natal market, an East Coast branded breakfast cereal. The cereal will be launched around August and the packaging will incorporate the four East Coast Radio breakfast show presenters.
"Our tie-in with Bokomo has opened up such exciting marketing opportunities," says Paulette Holmes, Marketing Manager at East Coast Radio. "East Coast Radio is a fun-loving, rather daring brand and we've been able to launch the show in quite a cheeky way through the association with Bokomo."
As part of the launch campaign, Bokomo's planned new East Coast Breakfast Cereal (and similarly titled East Coast Radio Breakfast Serial) was advertised on competitive radio stations' breakfast shows. The ads were cleverly scripted and directed by Truth Advertising using the four presenters' voices as 'breakfast experts' testing the new East Coast Breakfast Serial. The ads ran on SABC stations 5fm, Lotus, Metro and Ukhozi, and independent station, P4. All the spots were booked into the breakfast slots on the stations.
The alliance has created a unique position for Bokomo in this highly competitive breakfast cereal market. "We've done some great creative campaigns with East Coast Radio and know the kind of response that the station generates," says Snowy Krüger, Bokomo Brand Manager. "We're planning to leverage this innovative link between the station and ourselves to create top of mind awareness of the Bokomo brand in KwaZulu-Natal.
Both companies favour "out of the box" thinking and have some highly creative plans in the pipeline. Breakfast on the East Coast will never be the same!
East Coast Radio Programming
