Red Nose Day is back. Inspired by Logistix, the Nose will come complete with a Chocpix square of white chocolate which turns into an 3D photograph, made from the chocolate itself, when held up to the light. Six different characters from Dr Who and Wallace & Gromit will feature on the Chocpix.
“The idea of putting a small treat with the Red Nose adds value and fresh intrigue to this popular fundraising mechanic,” says Tom Orton, Business Development Director at Logistix. “We hope people will dig extra deep in 2007 and support this great cause by buying a Red Nose and giving themselves a little treat at the same time.”
The theme for Red Nose Day 2007 is “The Big One” and in keeping with this theme, the Red Nose itself is in the form of a large red sponge. This grows dramatically when removed from its red branded box, which also contains one Chocpix and a set of fun stickers for people to personalise their nose.
8 million units of the new Red Nose premium are being produced. Priced at £1, the Noses will be sold throughout Sainsbury and Oxfam stores from 31 January until Red Nose Day (16 March). 60p will go directly to Comic Relief.
Logistix won the opportunity to create the official Red Nose for 2007 following a 9-way pitch in early 2006. The agency’s new Technovation department, dedicated to identifying ground-breaking technologies for use in promotional marketing, has played a key role in the development of the final solution.
Such is the scale of the job, that several companies are playing an integral part in delivering the initiative under Logistix’s coordination. Watermark is producing the nose, the box and the stickers; Kinnertons is making the Fairtrade nut-free chocolates, and Cheshire-based fulfilment company Wrapid is packing the two together, ready for sale.
Chocpix Ltd originally presented its technology on the BBC’s Dragon’s Den TV programme. Although the pitch for investment was unsuccessful, the product has gone on to win several awards and is now guaranteed widespread exposure via the tie-up with Comic Relief.