Nabisco's budget allocation reflects a focus on reaching a broad audience through varied advertising channels. The largest portion is allocated to social media, with a monthly budget of $1,200. Television follows with $700 per month, cinema with $500 monthly, and degustations also with $1,200 monthly. The allocation to social media indicates a prioritization of platforms where interactive engagement with parents and children can drive high levels of visibility and interaction. The spending on television and cinema underscores Nabisco's strategy to reach mass audiences, while degustations create direct consumer interactions that enhance product familiarity and acceptance .

A three-month campaign period presents both benefits and challenges for Nabisco's introduction of its new shake product. Benefits include creating urgency and sustained interest without oversaturating the market, which helps in maintaining consumer enthusiasm. It also allows for assessing consumer reception within a significant yet manageable timeframe to adapt future strategies. Challenges include the pressure to achieve significant brand penetration and sales within this limited period. Furthermore, it requires precise execution of promotional activities to ensure that advertising messages effectively reach and attract consumers in such a short span .

Nabisco ensures they appeal to both children and their parents by combining fun, engaging activities with assurances of quality and safety through their marketing campaign. The use of contests and playful language directly engages children, making participation exciting and interactive. For parents, aligning with 'Leche la Campiña' and emphasizing their established reputation in snacks helps reassure quality and nutritional benefits. Social media content incorporates games with educational angles and recipes, which are designed to appeal to parental sensibilities as they provide bonding opportunities with their children .

For the advertising of Nabisco's shake products, several mediums have been chosen to effectively reach the target audience. These include television ads aired during premium time slots from 1:00 pm to 6:00 pm, advertisements in cinemas before 'A' classified movies, and active social media campaigns with posts, reels, and stories designed to engage children and parents. Additionally, the campaign features five weekly product tastings at supermarkets and eye-catching in-store displays. This multi-channel approach allows Nabisco to reach its young audience and their caregivers through various daily touchpoints, both in and out of the home .

Nabisco's integration of traditional methods (like television and cinema advertising) with modern methods (like social media and digital engagement) in their campaign reflects a comprehensive approach to reaching their target market. Traditional platforms allow Nabisco to tap into a wide, perhaps more varied audience, building broad brand awareness. In contrast, social media platforms enable targeted, interactive, and real-time engagement directly with consumers, nurturing deeper connections and loyalty. This blend effectively maximizes reach and impact across different consumer touchpoints, ensuring engagement through both passive viewing and active participation .

Nabisco plans to introduce its new cookie-based shakes — namely OreoShake, ShakeAhoy!, and Chiquirits — by targeting children aged 3 to 12. The strategy involves a mix of creative and media tactics. The creative strategy includes using a playful new slogan, 'Un toque de galleta en cada sorbo,' aimed at resonating with the fun-loving nature of children. The campaign will run for three months and will include a monthly contest with prizes to engage and attract children. Medically, the campaign will utilize advertising in television, cinema, and social media. It will include product tastings and strategically designed store displays to maximize exposure and engagement .

The use of 'rompetráficos' and 'góndola design' is a crucial component of Nabisco's retail promotion strategy for their new shake line. 'Rompetráficos' serve as eye-catching displays that disrupt the normal flow of consumer traffic in stores, directing attention to the product and encouraging impulse purchases. Custom-designed 'góndolas' showcase the new shakes prominently, creating focused spaces where the product can stand out among competitors on the shelf. These tactics significantly enhance product visibility and accessibility within the retail environment, which is vital for generating consumer interest and increasing sales conversion rates .

Nabisco is employing several innovative marketing tactics to sustain consumer interest throughout the three-month campaign. They are hosting a monthly contest with enticing prizes that incentivize participation and engagement. By collaborating with 'Leche la Campiña,' they aim to create synergy between their product and a complementary brand, thus enhancing the appeal of their shakes. Social media plays a crucial role, with weekly engaging content such as games and recipes that appeal to both children and parents. This multi-faceted strategy seeks to create ongoing excitement and keep the product top-of-mind .

The slogan 'Un toque de galleta en cada sorbo' aligns with Nabisco's core branding and marketing objectives by highlighting the unique selling proposition of their new shake product — integrating their well-known cookie flavors into a beverage. This messaging succinctly communicates a novel product experience that ties back to their brand identity of delivering beloved snack experiences. The playful tone of the slogan matches the fun, child-friendly image Nabisco wants to cultivate for this campaign, thus effectively tying into broader objectives of brand consistency and consumer appeal .

Through collaboration with 'Leche la Campiña,' Nabisco seeks to gain several competitive advantages. This partnership allows Nabisco to associate their product with a well-established milk brand, which helps in portraying the shake as a wholesome and ideal beverage choice for children. It enhances cross-promotion opportunities, combining milk and shake consumption into a single appeal, thus maximizing market penetration. Additionally, it leverages the existing customer base of 'Leche la Campiña' to expand reach and credibility. This strategy is intended to differentiate Nabisco's shakes from competitors by creating a perceivably complementary nutritional partnership .