Cartoon Network does not only have association with a number of brands targeting kids, but also categories that focus on target groups beyond children. An important reason for the same is pester power and the influence they have on purchase decisions.
Jiggie George, Executive Director, Cartoon Network Enterprise reflects, "Marketers have realised that due to the changing socio-economic situations, children, increasingly are influencing family-buying decisions. They are also aware that Cartoon Network - being the leading kids channel and home to iconic characters such as Tom & Jerry, Scooby-Doo, Popeye, The Powerpuff Girls, Dexter - is the best medium to reach young demographics/ young kids."
As per him, Cartoon Network not only furnishes the brands an on-screen presence but also helps in creating close contact with the consumer through licensing deals and on ground activities. He elucidates, "Cartoon Network offers clients a 360 degrees experience, a unique advantage that helps them to integrate themselves into as many different activities and levels of lifestyle of consumers as possible. For example, today a client can buy a sponsorship of The Powerpuff Girls programmes on Cartoon Network, do a licensing deal and put the girls on their packs and giveaways, thereby, driving sales and building loyalty."
Since the year 2001, when Cartoon Network forayed into licensing in year 2001, quite a few brands and companies have signed on Cartoon Network stars as brand ambassadors on an annual basis. Among these: Bano Toon Star With Scooby-Doo and Max, the licensing campaign that was developed to launch four new flavours of Kwality Wall’s ice creams with Scooby-Doo as its brand ambassador.
States George, "It was one of our biggest integrated promotional licensing deals of last year. It won an award in the category for ‘Best Campaign Generating Brand Awareness And Trial’ at the Promotion and Marketing Awards at Singapore." He adds, "the redemption rate for the promotion hit an all time high of 58.3%, with an average of 19.1% during the promotion period – as opposed to the expected 7%."
The other examples where Cartoon Network has provided integrated marketing solutions to brands are: Kissan Jams, where as per the channel, with Tom & Jerry as its brand ambassadors, the 200 gram Kissan Jam bottles registered a 75% increase in sales; Cadbury Bournvita, here the channel states that the sales of the Cadbury Bournvita’s 1kg pack doubled during their licensing promotion with Powerpuff Girls, Dexter and Tom & Jerry.
And it is not only kids' brands getting into such tie-ups with Cartoon Network. BPCL- Lucky Litres Campaign is an example of a brand targeted at adult males inking a deal with Cartoon Network.
Cartoon Network Enterprises is the division of the Network that works towards driving long-term value for the channel and its iconic properties. The division is specifically responsible for consumer products licensing, merchandising, interactive games, music, publishing, etc. The premise that it works on is that "if you are not everywhere, you are nowhere!"
Elucidates George, "At Cartoon Network, we give clients the option to partner with wildly popular characters such as Powerpuff Girls, Dexter, Tom & Jerry, Scooby-Doo, etc on-air, on-ground via events, on-line and on-pack via licensing. In addition to providing them the option of partnering with great brand ambassadors, we also offer them integrated/complete solutions in sync with their brand requirements. Such integration has worked wonders for clients like Cadburys, Britannia, Kwality Walls and even non-traditional ones like Citibank and BPCL! "
In the first quarter of this year, as per George, "About five companies have signed on for promotional licensing deals with the Network and all have an integrated on-air and on-pack element. Clients include Cadbury Chocolates, Cadbury’s Gems, Red Label and more." Among Cartoon Network's other non-traditional clients are Bombay Dyeing (southern markets), Surf and GM Pens (Reynolds).
He further adds, "Over the years, our client list has grown manifold to include several non-traditional clients, besides the traditional kid marketers. The best and the most challenging year for Cartoon Network Enterprises in India was 2003, when we inked a total of over 16 licensing deals with clients in diverse brand categories. "