Jell-O® Triangle Egg Molds
An “EGG”cellent Promotion

Background
Jell-O has had great success extending usage of its product for the Easter/Spring holiday season with near-pack promotions featuring egg shaped molds. The brand team wanted to create a unique premium promotion that would continue to excite consumers, encourage multiple purchases (4+ boxes), and fit within precise shipper dimensions.

Objectives

• Encourage retailers to provide incremental features and displays
• Stimulate multiple purchase of Jell-O among consumers
• Extend product usage for the Easter/Spring season

Challenges
Jell-O has enjoyed tremendous success with its egg shaped Jell-O Jiggler molds during previous Easter promotions. The challenge was to build upon this huge success with the following product improvement goals:

• Create a seal that is 100% leak proof
• Provide a way for consumers to see the fill line to ensure recipe accuracy

Solution
Milmour created a unique oval-shaped mold that makes six 3-dimensional Jell-O eggs per mold and uses four packages of Jell-O gelatin product. Through careful design with the latest technologies, the new seals were 100% leak proof and far exceeded standards of previously created molds. An opaque bottom mold and translucent top mold were hinged together, allowing the consumer to see the fill line so just the right amount of product would be poured in. Due to the improved oval shape, the new molds stacked neatly and more precisely into the shipper, allowing more units to be sold through.

Results

• ALL retail near-pack displays and shippers were entirely incremental sales
• Extremely high volume lift
• Purchase requirements were achieved with “buy 4 boxes, get premium free” offer
• Premium tied in directly to product usage
• Plans are in development for repeating the promotion
• Huge positive consumer response