Frubes Launches the Simpsons Movie Limited Edition

The Limited Edition with The Simpsons Movie DVD pack comes in lively themed packaging and includes fun games and door hangers, plus 24 cool Simpsons movie character cut-outs.

26/11/2007 From December 2007, this new Limited Edition pack will replace the hugely popular Frubes & Spider Man 3 LE pack and is timed to tie in with the UK DVD release of The Simpsons Movie.

The Limited Edition with The Simpsons Movie DVD pack comes in lively themed packaging and includes fun games and door hangers, plus 24 cool Simpsons movie character cut-outs.

Angelica Costantini, group brand manager - Teens, Yoplait, said: “The limited edition Frubes strategy has been incredibly successful for the brand. The Frubes limited editions now account for 20% of annual Frubes sales, with a value of £11.9m year-on-year. One example that demonstrates this is the recent Doctor Who Limited Edition, which saw average weekly sales double versus previous limited editions. With the huge popularity of The Simpsons Movie, we are expecting this exciting new limited edition to be equally popular with consumers and continue to add incremental growth to the category.”

Ms Costantini added: ‘Kids love the unique tube format and fruity taste of Frubes and we believe that, by linking up with The Simpsons Movie, Frubes will make an even cooler addition to lunchboxes.’

The Limited Edition Frubes with The Simpsons Movie DVD will be supported on TV with two ad campaigns, which form part of a £1.6 million investment in the brand. The first is a 20” execution focusing on the relaunch of the Frubes website – www.frubetopia.co.uk. It also highlights The Simpsons Movie DVD launch and the fantastic prizes that can be won. It will run between 15 and 31 December on Turner Broadcasting’s TV channels, including Cartoon Network and Boomerang. This will be followed in January with a 10” execution promoting Frubes Ltd Edition and The Simpsons Movie DVD, and will run until 2 March.

The Frubes website – www.frubetopia.co.uk – contains lots of other fun online games and cool stuff such as a diary and a yearbook with profiles on some of the weird and wacky Frubes characters plus downloads galore to win great prizes, including The Simpsons Movie prizes.

Limited edition Frubes are available in 9 x 40g tubes, in a Strawberry flavour. Standard Frubes are available in 9 x 40g tubes and come in Strawberry, Peach and Forest Fruits Flavour. Both have an MRRP of £1.95.

Yoplait’s brands perform extremely strongly in the Children’s sector with over 49.1% value share. Frubes is a strong brand in the sector with 10.2% value share.