Warner Bros. - Go Cheese
Gowardhan is one of India’s largest private manufacturer of dairy products and is home to Asia’s largest cheese plant. ‘Go Cheese’ is one of Gowardhan’s cheese brands that primarily caters to a target audience of children. Go Cheese was looking to appeal to this audience by packaging the cheese in a new and exciting avatar.
Dream Theatre recommended ‘Tom and Jerry’ as a licensing solution based on the brand fit for cheese and the massive popularity of those iconic animated characters. This endeavour resulted in a new avatar for the product called Tom and Jerry Go Cheezos. The launch of this product introduced a range of innovative cheese products featuring the timeless cat and mouse duo.
The launch was supported by a multi media campaign of TV, Online, Outdoors and Print. The product bagged the top position at the Promax awards in the ‘Best Brand-Integration Promo’ category and the Best Dairy product for Children at the Dairy Innovation Awards 2012, Oslo, surpassing international stalwarts!
The Tom and Jerry association with Go cheese is growing from strength to strength with many new products being added to the portfolio!