Children in need wants to mainatain its brand awareness throughout the year and not just once a year when it appears on TV.
It will do this by leveraging the characters Pudsey and Blush. Children in Need have filed a trademark to allow themselves to expand the character’s merchandising reach in retail stores.
The Blush brand was launched in 2009 but has been quickly developed over the years. A former Sky Media brand manager who joined Children in Need at the start of the year said ‘I would liken Pudsey to the Mickey Mouse model: he appeals to 5 year olds, 11 year-olds and right up to adults.’
Social media and digital will be apart of the marketing strategy to showcase the charity’s work for communities and disadvantaged kids.
She added ‘the trick is to make sure this vehicle is targeted, relevant and our communication is kept fresh.’