Daddy Promo DADDY by CB'a

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Industry Confectionery & snacks
Media Promo & PR
Market France
Agency CB'a
Account Supervisor Sophie Avignon
Released March 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: CRISTALCO
Agency: CB'A
Date of First Appearance: Mar 15 2010
Entrant Company: CB'A, Paris, FRANCE
Director General: Franck Collin (CB'a Activation)
Account Supervisor: Sophie Avignon (CB'a Activation)
Media placement: Point Of Sales Materials - Supermarket - 15/03/2010

Describe the objective of the promotion.
The sugar market is a dull market: a staple product with no differentiation. Retailers are not willing to push and promote this category. The goal of the promotional mechanism is to obtain special promotional in-store display and appearance in retailers promotional brochures.

Describe how the promotion developed from concept to implementation.

Daddy has managed to own the musical field thanks to a unique TV advertisement: unexpected animal couples (cat/mouse, wolf/ewe…) fall in love on the Daddy Cool song by Boney M. The in-store story tightens the strong connection between Daddy and the music world, through the endorsement of the TV show “La Nouvelle Star” (ie “Pop Idol”). As the brand and the show share the same equities, their partnership seems natural.
The developed and implemented overall graphic work associates in a smart way the specific cues of each brand. From advertising mascots, the animals now represent the jury members of the show.

Explain why the method of promotion was most relevant to the product or service.
Daddy has been considered for a couple years as the positive troublemaker in the sugar aisle. One more time, the brand leapfrogs its competitors and gives some fresh air to the market by launching a surprising communications strategy, far from the usual recipes contests. Daddy Prime Time is born !

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 200 promotional in-store displays, 4 national catalogues, and 8 regional brochures… never seen before for a sugar brand !