Gelatina Royal Promo, Case study ROYAL JELLY – SIMPLE TASTES BETTER by Mirum Brazil Curitiba

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Industry Baking, Cakes & Desserts
Media Promo & PR, Case study
Market Brazil
Agency Mirum Brazil Curitiba
Creative Director Gustavo Borrmann
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Laerte Jofre
Copywriter Bruno Sanchez
Released October 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: KRAFT FOODS
Product/Service: GELATINA ROYAL
Creative Director: Gustavo Borrmann (Agência Casa)
Copywriter: Bruno Sanchez (Agência Casa)
Copywriter Jr: Isabella Pipitone (Agência Casa)
Art Director: Rodrigo Rocha (Agência Casa)
Art Director: Laerte Jofre (Agência Casa)
Motion Designer: Gabriel Sukita (Agência Casa)
Motion Designer: Ricardo Santos (Agência Casa)
Group Account Director: Flávia Spinelli (Agência Casa)
Account Manager: Flávia Denser (Agência Casa)
Account Executive: Thais Semer (Agência Casa)
UX: Carlos Eduardo Camargo Nascimento Jr. (Agência Casa)
Planning: Karina Corchs (Agência Casa)
Project Manager: Rafael Pessoa (Agência Casa)
Project Manager: Karen Turnes Muliterno (Agência Casa)
Production Manager: Eduardo Di Pietro (Agência Casa)
Production Manager: Guido Reimann (Agência Casa)
Production: Fernando Krasnievicz (Agência Casa)
Production: Rafael Gobara (Agência Casa)
Production: Irio Junior (Agência Casa)
Production Manager: Fernanda Cretella Scheidt (Agência Casa)
Media placement: Business - Exame Magazine - 20 October 2011
Media placement: Digital Mothers PR - - 19 October 2011
Media placement: Business Communication - Valor Econômico Newspaper - 25 October 2011
Media placement: Marketing - Propaganda & Marketing Newspaper - 24 October 2011
Media placement: Media & Marketing - Gazeta Do Povo Newspaper - 14 November 2011
Media placement: Marketing - Proxxima Magazine - 19 October 2011
Media placement: Advertising & Marketing - Meio & Mensagem - 20 October 2011
Media placement: Advertising Website - Adnews - 20 October 2011
Media placement: Advertising News Blog - Blog Do Adonis - 19 October 2011
Media placement: Advertising - Revista Propaganda Magazine - October 2011

Summary of the Campaign
In 2011, Royal created a new product on the market that would require a new advertising campaign: Royal Duo Magic - the only gelatin with 2 flavours in the same package.

However, the brand had been away from the media for 5 years and would need repositioning.

The first step was to establish that Royal needed to be closer to the real consumer of gelatin: mothers. We started to investigate this universe, trying to break taboos and raising hypotheses, all for the sake of turning those findings into a new communication-platform.

The goal of creating closeness between the brand and the mothers was created to increase sales dramatically. For that, we created materials such as a documentary, a website and a book with the search results, a new positioning in social networks and a TV commercial.

Because the brand had to be recognized as the source of this content, the PR strategy was key in making sure the subject was passed in a consistent way to the public.

The Situation
The brand was away from the media since 2007, and during this period relied exclusively on a strategy of licensing characters printed on the package of their products. There was a lack of substance for the consumer, and its sales were not significant.

The Goal
The main goal was to reintroduce the brand, especially to mothers, releasing a new positioning and a new product, and to build a connection with the consumer: create a buzz and increase sales and market-share.

The Strategy
We turned this research we made with mothers into a communication platform and used the findings as a way of getting closer to consumers and defending the role of gelatin in moms' and children's lives.

- Quantitative and qualitative research with more than 1,000 mothers, as well as specialists in psychology, nutrition and education;
- Book with all the research results;
- Documentary;
- Website;
- Participation in Social Networks;
- TV film.

Documented Results
- Spontaneous media in more than 50 vehicles (including radio); a return of 600% of the investment made;
- Over 300% increase in access to the new site;
- 700,000 views of the film released on YouTube in one month;
- The investment in media and perfect execution of the sales plan went beyond the expected halo-effect (9% growth in the category), compared to the same period of 2010;
- Increase of 29% in sales compared to same period in 2010;
- Brand won a 2PP share and grew 10% compared to same period in 2010.