Leche Celta Design & Branding THE CELTUNIS by Shackleton Spain

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Industry Milk
Media Design & Branding
Market Spain
Agency Shackleton Spain
Executive Creative Director Alfonso Marian
Copywriter Carlos García-Janini, Marina Fornet
Account Supervisor Paola González, Eva Leoz
Released March 2010

Credits & Description

Category: Self Promotion
Advertiser: LACTOGAL
Product/Service: LECHE CELTA
Date of First Appearance: Mar 15 2010
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/celtunis
Managing Director: Lucia Angulo (Shackleton)
Account Supervisor: Paola González (Shackleton)
Account Executive: Paula Hijosa (Shackleton)
Executive Creative Director: Alfonso Marián (Shackleton)
Executive Creative Director-Offline: Juan Silva (Shackleton)
DM Creative Director: Antonio Herrero (Shackleton)
Creative Director-online: Álvaro González (Shackleton)
Creative Supervisor: Óscar Moreno (Shackleton)
Art Directors: Carlos Álvarez/Margui Mora/Jaione Erviti (Shackleton)
Copywriter: Marina Fornet/Carlos Janini (Shackleton)
Managing Director: Rodrigo Miranda (Shackleton)
Managing Director: Elena Ibáñez (Shackleton)
Social Media Director: Camen Pons (Shackleton)
Account Supervisor: Eva Leoz (Shackleton)
Account Executive: Lara García (Shackleton)
Marketing Director: José A. Gutiérrez (Shackleton)
Product Manager: Ana Benito (Shackleton)
Media placement: Milk Carton Packaging - Product - 15 March 2010
Media placement: TV Spot - 1 Shot - Spanish National TV - 15 March 2010
Media placement: Banner Campaign - Internet - 15 March 2010
Media placement: Social Media - Facebook, Youtube - 15 March 2010
Media placement: Website - Intenet - 15 March 2010
Media placement: Internet Videos - Youtube Channel - 15 March 2010
Media placement: Promotional Gift - General public - 15 March 2010

Describe the brief from the client
As in previous years, Leche Celta set itself a dual objective for its annual campaign in 2010, in both business and brand image terms.

• Maximize impact and awareness, generate product trial and loyalty through a conventional promotional mechanic (guaranteed free gift for collecting 24 bar codes plus postage and packing costs)
• Consolidate and strengthen Leche Celta’s positioning amongst the family target by building a communication platform which is skewed towards engaging both the children’s and the adult target on a more emotional plane.

Describe the challenges and key objectives
We invented “Los Celtunis”, a family comprised of six “blank” characters just waiting to be coloured in with felt tip pens, paints, coloured pencils or crayons by kids. They represented nothing in particular, making it possible for children to use their imagination to transform them into animals, monsters or wherever their fantasies took them.

These characters served as the cornerstone of a campaign whose tagline “Litres of imagination” encouraged interaction between parents and children in the real and digital world, with the chance to “carve out in writing” the destiny of Los Celtunis with the help of their computer keyboard.

Describe how you arrived at the final design
The combination of all the pieces comprising the campaign broadened the overall parent-child play experience, transforming simple characters into personalities in their own right;

- The packaging offered infinite possibilities to “customise” characters.
- The TV spot and and internet videos fed children's imagination through a 3-D transformation of its lead character
- The teaser banners raised expectation around the characters
- The actions in Social Media (Facebook and YouTube) were spearheaded by characters who initiated direct dialogue with consumers
- In www.celtunies.es people could carve out the destiny of the characters in writing and share their designs with others…

Give some indication of how successful the outcome was in the market
• Leche Celta became the third biggest selling brand of long life milk in 2010 (Source: Nielsen 2010)
• The www.celtunis.es website received more than 40,000 unique visitors
• Over 60,000 Celtunis were given out during the first month of the campaign and a further 120,000 units were manufactured to cope with demand
• To this day letters are still arriving from children asking for their Celtunis