The challenge was that the summer holidays represented a fallow period for an otherwise successful product. The aim was to boost frequency and drive sales of Frubes during the hottest months of the year. The brand wanted to show that Frubes could be frozen and then eaten as ice pops or kept cool in a lunchbox as the perfect ending to a summer picnic. The sponsorship was supported by an interactive TV game, accessible via the red button on Cartoon Network. Frozen Frubes Frenzy was a Tetris style game offering a range of Frubes prizes. Find out more...

The idea was to create an enjoyable experience for both mums and kids who could enjoy the games and competitions together and to convince the kids that Frubes was a cool brand. Players were given a code to enter online at the Cartoon Network website and online messages on the site also highlighted the availability of the interactive game.