BREAKFAST REMINDER by Wunderman Sao Paulo for Actimel

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BREAKFAST REMINDER

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Industry Yogurt
Media Promo & PR
Market Brazil
Agency Wunderman Sao Paulo
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Art Director Caio Fernando
Copywriter Daniel Xavier, Rafael Palermo Wunderman
Account Supervisor Paula Nunes
Released April 2011

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: DANONE
Product/Service: BEVERAGE
Agency: WUNDERMAN BRAZIL
Date of First Appearance: Apr 20 2011
Entrant Company: WUNDERMAN BRAZIL, Sao Paulo, BRAZIL
Entry URL: http://cargocollective.com/breakfastreminder/
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Copywriter: Daniel Xavier (Wunderman)
Copywriter: Rafael Palermo (Wunderman)
Art Director: Caio Fernando (Wunderman)
Planning Director: Ramiro Amaral (Wunderman)
Planning Manager: Rodrigo Kuba (Wunderman)
Social Media Director: Reinaldo Quinto (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Client Service Vice President: Marcus Tavares (Wunderman)
Technology Director: Bruno Mosconi (Wunderman)
Production Director: Ricardo Ramos (Wunderman)
Production Manager: Claudio Chiarelli (Wunderman)
Group Account Director: Monika Cerqueira (Wunderman)
Account Director: Maureen Gonzalez (Wunderman)
Account Supervisor: Paula Nunes (Wunderman)
Media placement: Direct - Direct - 20/04/2011

Describe the objective of the promotion.
Danone wanted to position Actimel as an indispensible part of breakfast for Brazilian families.

Especially recommended for kids, Actimel activates their developing immune system and increases the body's defenses by up to 70%, helping ward off the flu and colds.

Despite the undeniable benefits, we ran into a problem: mothers aren't in the habit of giving Actimel to their kids every day.

Describe how the promotion developed from concept to implementation.
To create this habit we decided to use something truly indispensible in any family's morning diet. So we transformed bread into media.

We created a special toaster that prints messages on the bread as it toasts it, reminding mothers to protect their kids' health every day.

To launch the campaign we selected some of the most influential mothers, and sent them all a toaster with a personalised reminder, along with a package of the product.

In order to receive Actimel for an additional month, mothers should post pictures with the toasts on their social profiles, spreading health throughout their network.

Explain why the method of promotion was most relevant to the product or service.
To create the habit of giving Actimel to the kids every day we decided to piggyback on something truly indispensible in any family's morning diet, creating a special toaster that would imprint a personalised message on the bread as it toasted it, reminding mothers to protect their kids' health every day with Actimel.

This way, besides introducing a healthy habit into so many people's lives, we managed to position Actimel as an indispensible part of breakfast.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Besides introducing a healthy habit into so many people's lives, we managed to position Actimel as an indispensible part of breakfast.