A key part of the campaign is the new website - www.gugule.com - featuring a competition to help build up interest in the brand, according Venus Lee, director of E-Crusade, which created the campaign. Running over a six-week period, the relaunch will be supported by print advertising, promotional events around Hong Kong, an online lucky draw, and a redemption promotion through convenience stores.
The website is targeted at the 10 to 15-year-olds, and features an animated cow called Gugule, and a 'magic chocolate bar' called Coco.
"The objective of the online campaign is to introduce and bring alive the cow character". Witty and naughty, Gugule is modelled after teens and he enjoys games, and is fond of pop stars.
Lee said young consumers were attracted to the games and the competitive appeal of the site which includes a challenge for visitors.
E-Crusade also built a viral marketing element to allow users to forward the challenge to friends via email. A second game will be launched shortly.
According to Lee, the daily announcement of a winner has kept interest in the site high.
Nestle will also drive users to the site through email newsletters attached to various teen portals.
