Spiderman, Venom & Sandman masks

With plasma screens gaining significance across modern retail format stores, special Spider-Man 3 'In store Theatre' display stands have been especially designed. Additionally, a TVC that has Spider-Man swinging across the skyscrapers of Manhattan, with the mascot Trix Rabbit following him in a chase has also been created

Commenting on their latest initiative, General Mills India Pvt Ltd. marketing director Gayatri Yadav comments, "The tie up with Spider-Man 3 is a great 'Power Event' on the Dip Trix Brand, tapping into the insight that every child wants to be a superhero! We have created an integrated communication mix - with product, packaging, advertising, promotion and merchandising all coming together to spin a web of delight.

Spiderman displays in the modern retail environment

"To time with the release of the movie, we have also strategically rejuvenated packaging, and for the first time, have created multi-pack 'theatre style' products, especially suited for release in Modern Trade. This event is in line with our strategy of tapping into kid passions, and trying to make the Trix rabbit iconic and integrated with popular culture. Ultimately - it's all about unleashing fun for kids, fitting in well with the fun dipping format of this unique snack."