I DOUBT YOU'LL BELIEVE IT by Strawberryfrog Brazil for Acucar Uniao

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I DOUBT YOU'LL BELIEVE IT

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Industry Confectionery & snacks, Baking, Cakes & Desserts
Media Promo & PR, Case study
Market Brazil
Agency Strawberryfrog Brazil
Art Director Daniel Scheiner, Erico Braga
Copywriter Guilherme Camargos
Producer Celso Costa
Released May 2011

Credits & Description

Category: Best Launch or Re-launch
Advertiser: AÇUCAR UNIAO
Product/Service: LOW CALORIE SUGAR
Chief Communications Officer: Alexandre Peralta (StrawberryFrog Brazil)
Creative Director/Copywriter: Renata Florio (StrawberryFrog Brazil)
Art Director: Erico Braga (StrawberryFrog Brazil)
Art Director: Daniel Scheiner (StrawberryFrog Brazil)
Copywriter: Guilherme Camargos (StrawberryFrog Brazil)
Account Director: Mariana Silveira (StrawberryFrog Brazil)
Account Assistant: Sandra Mara Zimberkinop (StrawberryFrog Brazil)
Planner: Patricia De Luca (StrawberryFrog Brazil)
Planner: Vanessa Caldeira (StrawberryFrog Brazil)
Media Vice President: Jairo Soares (StrawberryFrog Brazil)
Media Director: Daili Schoneborn (StrawberryFrog Brazil)
Producer Director TV: Felipe Fratino (StrawberryFrog Brazil)
Producer TV: Claudia Martins (StrawberryFrog Brazil)
Producer: Celso Costa (StrawberryFrog Brazil)
Digital Designer: Luiza Voll (StrawberryFrog Brazil)
Digital Manager: Ana Luiza Leite (StrawberryFrog Brazil)
Head of Digital: Fabiana Bruno (StrawberryFrog Brazil)
Art Director Digital: Dio Wenderly (StrawberryFrog Brazil)
Copywriter Digital: Renato Kaufmann (StrawberryFrog Brazil)
Media placement: Ambient Media - 2 - Pastry Shops - 03/05/2011
Media placement: PR - Jornalists - 03/07/2011
Media placement: Internet - Facebook - 03/14/2011
Media placement: Internet - YouTube - 03/14/2011
Media placement: Internet - MSN - 03/14/2011
Media placement: Direct Marketing - Mail - 03/14/2011

Summary of the Campaign
União Light has the same flavour as sugar and half the calories. But nobody believes it. So the best way to promote our product was to make people try it. “I Doubt You’ll Believe It” was born, starting with a guerilla initiative at confectionery stores. Without consumers knowing, regular pastries were replaced with the ones made with União Light. People ate and loved, then we revealed the secret. Everything was recorded, which then became internet videos.
For PR, journalists received cakes and ate them. They were amazed when they found out that it was made with União Light. For the mass audience, we launched a promotion on our internet fanpage. Whoever clicked on the “I Doubt It” button won a voucher for a pastry made with União Light, to redeem at confectionery stores, or free product samples to try at home.

The Situation
For being a different product - with a clear promise not believed by most people, for having something to do with sweets - a thing that everybody loves, and a limited campaign budget, we came to the conclusion that PR would be very important for our communication.

The Goal
The objectives were to increase sales by 15%, make União Light known and change the idea of consumers who do not believe there is a product with the same flavour as sugar and half the calories. The audience consisted mainly of women with a good purchasing power, older than 18. Women who love sweets, but are concerned about keeping fit and always seek solutions for how to eat things they like without gaining weight. Their relation with the product was lack of trust and suspicion, because they did not believe União Light could have the same flavour as sugar, with half the calories.

The Strategy
We focused on the main journalists and bloggers in the country. Owing to the limited budget, the strategy was to build a differentiated PR piece to get as much spontaneous media as possible.

Execution
Our objective was to impact journalists who usually receive dull press releases and convince them about our concept as truly as possible: leading them to try the product. On the campaign launch day we handed cakes to the main journalists and bloggers in the country, about 300 people. They received a normal cake and after eating it, they read under the plate that such delicious cake had been prepared with União Light.

Documented Results
Several articles in Brazil’s main newspapers and magazines such as Exame, O Globo and Meio & Mensagem. Spontaneous articles in blogs, websites and cooking and communication magazines, in addition to numerous posts on Twitter and other social media.
In regard to commercial results, the sales volume increased by 100%. The number of Facebook fans grew by more than 1,000%. In the promotion, over 15,000 sweet-vouchers and free samples were distributed among the 26 states in Brazil. The change in consumer habits became clear with their spontaneous testimonials after they tasted the product. There were numerous comments such as “I believe!”, “União Light is very good! It actually has the same taste as sugar”, etc.