General Mills India has forayed into the Indian snack market with the launch of Dip Trix – a snack that kids can play with. For years mothers have been telling their children “Don’t play with your food”, however Dip Trix recognises the fact that kids will be kids, and love to play with anything, especially food.
Dip Trix has fun shaped cookies accompanied with cream, which kids can dip, dunk, lick, sandwich and play with. Available in three flavours – chocolate, strawberry and orange – the product is available in an international on-the-go tray pack and priced at Rs 5 for a 19 gm pack.
Gayatri Yadav, Director Marketing, General Mills India, said, “The launch of Dip Trix marks the entry of General Mills into the high growth snack market. Unlike our other brands, Pillsbury, Green Giant and Betty Crocker, which are targeted at mothers, Dip Trix is just for kids. The Dip Trix brand is all about ‘unleashing fun’ for the Indian child, who is pressured by exams and expectations and often doesn’t get the chance to just be a child and have fun.”
Trix is an iconic US brand, which was launched in 1959 as a pioneer in creating food products that were “Just for Kids”. With the launch of Dip Trix in India, General Mills hopes to recreate the magic of the Trix brand and its iconic mascot the “Trix rabbit”. The rabbit is a “passionate pursuer” desperately trying to get his hands on Dip Trix, only to be foiled by kids’ “passionate protectors”, who remind him that “Silly Rabbit, Dip Trix are for kids”. This is bought alive in an engaging TVC that sets the stage for the ‘Dip Trix Challenge” – where you see young Rohan and the Trix rabbit – in a three-round contest to win Dip Trix.
The Dip Trix launch will be supported with a 360-degree support plan with fun TV advertising and a “virtual playground” www.diptrix.com. Kids can go online and win “cookies” (virtual money, which they can exchange for exciting prizes) by playing a host of games or solving complex puzzles. Impactful in store visibility and promotions will also support the marketing mix. The brand will be sold in traditional grocer and impulse outlets and is currently in the process of being launched nationally.