"The (Tiki) brand has been in the market since 1993 and is very popular, with high awareness. But in the past, particularly last year and in 2000, the positioning of some of the brands under it didn't have clear branding and that's why it was necessary to have this campaign, said Chan.
Danone's other biscuit brands include Tiki, Tuc, DMB, Hi-Calcium Soda and Prince.
The company also linked up with Shanghai's largest convenience chain KeDi, which has some 400 outlets in the city, as well as student stores at major universities for the five-week campaign.
Tiki lucky draw scratch cards were handed out to customers at shops.
Consumers could send in a code, printed on the scratch card, to Danone via short message service.
An additional lucky draw entry was given to consumers who profile themselves on the Tiki website at www.tiki. com.cn, designed by marketing company Groove Street. Jacqueline Zhan, senior manager of client services at Groove Street, said: "We took special care to match rewards with the target consumer, namely young women. We did not want to offer subscriptions to a motorcycle magazine. Instead, we chose things that the target demographics want - the latest Alcatel mobile phone and Swatch watches. Chan added that the campaign would target women aged between 20 and 35, a segment which accounted for a high percentage of mobile phone users in China.
"Our target group has always been very broad, and the Tiki brand has a platform of 20- to 49-year-olds. We want to give the brand a more innovative feel as it has a unique appearance and taste. The positioning is all about pleasure and the 'e-generation'. The focus of the drive is Tartlet, which is shaped like a sandwich and has cream in the middle. Its shape resembles a sunflower and we expect that to appeal to younger consumers, said Chan.
The Tiki brand - launched in May last year - has a 12 per cent market share in eastern China among sweet biscuits.
"We have never used the internet before for our marketing programmes. The reason for this campaign was that we were targeting a younger consumer to build a younger image for the brand."
