HOLSUM Promo, Case study HELPS DIGEST EVERYTHING by J. Walter Thompson San Juan

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Industry Newspapers
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Héctor Buscaglia, Johanna Santiago
Copywriter Sandra Rosario
Released February 2010

Credits & Description

Category: Best Use of Newspapers
Advertiser: HOLSUM
Date of First Appearance: Feb 10 2010 12:00AM
Vice President Regional/Creative Director: Jaime Rosado (JWT San Juan)
Copywriter: Sandra Rosario (JWT San Juan)
Art Director: Héctor Buscaglia (JWT San Juan)
Art Director: Johanna Santiago (JWT San Juan)
Media placement: Press / Newspaper - El Vocero - 10/02/2010
Media placement: Press / Newspper - El Vocero - 17/02/2010
Media placement: Press / Newspaper - El Vocero - 24/02/2010

Results and Effectiveness
The product reached top of mind awareness levels, measured around 57% and had sales of 31,000 units in just 2 weeks.

Creative Execution
We had the insight, we had the perfect moment to deliver the message and we had the idea. We put a photo of a slice of bread at the top and one at the bottom of news, but they were not ordinary news. They were “hard to digest” news. Ones that were absurd, dense or that made people think. News that do require some sort of digestion process. This way the “hard to digest” news were “sandwiched” between two slices of Holsum Acti-Balance bread. Each week we met with the newspaper’s editorial staff to choose the perfect news for the ad. It was the first time a Puerto Rican newspaper allowed a news article to be part of advertising.

Insights, Strategy & the Idea
Holsum, Puerto Rico's leading producer of packaged breads and pastries, wanted to launch Holsum Acti-Balance bread, the first bread in the country with prebiotic fibre, a unique fibre that helps in the digestion process. Holsum Acti-Balance is beneficial for everyone, not just for people with digestive problems. We didn’t want to confuse consumers with scientific explanations about how the product works. The benefits had to be communicated in an “easy to digest” way in order to make sure people understood that things could be digested easily with the help of two slices of Holsum Acti-Balance bread. In Puerto Rico, people usually eat bread in the morning while reading the newspaper. The truth is that some news can be hard to digest. That became our insight. We decided to use newspapers in a never before seen way, as innovative as the product itself.