OXO Cube Gets £2Million X Factor Makeover
At a cost of £2,000,000 Premier Foods is transforming the traditional OXO cube into an X. The launch of the X-shaped cube will be backed by a new pack design and an extensive marketing campaign.
This will be themed around the X Factor, asking the question: ‘Has your family got the Oxo Factor?’
Running across press and PR, it will invite families and groups of friends to make their own ad showing how they use Oxo for a chance of winning a £10k prize. Consumers will be able to download the script, upload entries and view them on a special website.
The five best films will be selected and aired on TV from mid October through to December. During this period consumers will be encouraged to vote for their favourite ad. The final ad will then be aired during the X Factor Final.
More than 2 million Oxo cubes are sold every day, and half of UK households use them to add extra flavour when preparing meals for their families.
