Another Yoplait brand here, and it’s easy to see that beneath the format difference we have an identical strategy to that described above: French kids may not yet be ready to ‘suck their guts out’, but the bottle character of P’tit YOP performs a similar function to his British cousins the Frubes.

Cleverly shot commercials make it seem that he is part of the licensed movies being promoted, without breaking any legal rules.

In store the pack manages to carry a wealth of brand and promotional information through a deceptively well-organised packaging system where every message has its proper place. If there’s any artefact in the world today that demonstrates the saying ‘organised chaos’, then Kids promotional packaging, with this as a shining example, is it.