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Rethink Frozen Yogurt

August 10th, 2010

Red Mango, the fastest growing retailer of yogurt and smoothies, is redefining the yogurt experience with its first self-serve store in Omaha. Red Mango offers all-natural, probiotic-packed frozen yogurt, smoothies and iced teas. With additional locations slated for opening during the next year, Red Mango enlisted the help of Bozell to raise awareness and plan a buzz-worthy grand opening celebration to introduce the retailer to Omaha residents.

To build excitement and anticipation for its grand opening, Red Mango did sampling and couponing at two largely attended Omaha events – the Men’s College World Series and O-Fest. Bozell designed a unique, yogurt-cup shaped tent to help Red Mango stand out in the crowd and increase brand recognition.

Additionally, to enhance the user experience for Facebook fans of the Red Mango Omaha store, Bozell built the “My Mango” Facebook application that allows the user to create their own Red Mango treat. The app allows a user to select from all the varieties of flavors and toppings, while being presented with a calorie counter and the health benefits of their custom treat. The app then allows the user to share the custom concoction with friends. In the first month since the launch of the app, 367 different treats have been created.

Bozell Smartargeting also worked with Red Mango to develop targeted direct mail campaigns. The first mailing was aimed at a targeted audience of women, ages 20 to 54, living within a two-mile radius of the store. This mailing promoted the grand opening celebration. The second mailing was mailed to members of the Omaha Jewish community, containing a coupon promoting the unique kosher aspect of the product.

As the grand opening date approached, Bozell and Red Mango partnered with the Greater Omaha Chamber of Commerce to plan an official ribbon cutting, attended by Omaha Mayor Jim Suttle, Greater Omaha Chamber of Commerce representatives and members of the Omaha business and young professional communities. Mayor Suttle commended Red Mango for aiding in the economic development of Omaha and creating jobs for our community.

Red Mango Omaha’s grand opening celebration was the most attended in the history of Red Mango; more than 1,800 people visited the store for free yogurt, live music and hot air balloon rides. Radio remotes from two local radio stations aimed at Red Mango’s target audience helped spread the word about this new healthy alternative to other sweet treats. The ribbon cutting and grand opening received multiple mentions in the Omaha World-Herald, with additional coverage in local publications, radio shows and TV stations.

The successful launch of the first Omaha Red Mango location led to greater brand recognition from the Omaha community and sales goals exceeding expectations. The increased awareness will continue to benefit Red Mango as the retailer continues to expand and open additional locations in the surrounding areas.

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