Extreme Promo MYSTERY CHOPSTICKS by J. Walter Thompson Paris

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Industry Ice cream & Cold desserts
Media Promo & PR
Market France
Agency J. Walter Thompson Paris
Executive Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Art Director Jeremy Prevost
Copywriter Damien Lecocq
Account Supervisor Alain Laurent
Released February 2011

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: NESTLÉ
Product/Service: EXTRÊME MYSTÈRE
Agency: JWT
Date of First Appearance: Feb 3 2011
Entrant Company: JWT, Paris, FRANCE
Executive Creative Director: Ghislain de Villoutreys (JWT Paris)
Art Director: Jérémy Prevost (JWT Paris)
Copywriter: Damien Lecocq (JWT Paris)
Account Supervisor: Alain Laurent (JWT Paris)
Advertiser’s Supervisor: Benjamin Taieb (JWT Paris)
Account Manager: Michael Bernier (JWT Paris)
Account Executive: Sandra Leal (JWT Paris)
Model Maker: Sebastien Baille (Ateliers Sébastien Baille)
Media placement: Mystery Chopsticks - Ambiant - 3 february 2011

Describe the objective of the promotion.
Without any targeted effort from Nestlé France, Mystère ice cream has become over the years the must-eat dessert of many chinese restaurants in France. Nestlé wanted to find a way to symbolically celebrate this success.

Describe how the promotion developed from concept to implementation.
On Chinese New Year, Mystère thanked the loyalty of its best Chinese restaurant retailers in Paris with an original goodie that they could offer to their customers: “Mystère Choptsticks“ specially designed to eat a Mystere for dessert.

Explain why the method of promotion was most relevant to the product or service.
Mystère re-energized in a simple and fun way its emotional connection with Chinese restaurants and their customers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Mystère is an old well-known product that never communicate. This operation gave us the opportunity to demonstrate that Mystère is also a modern brand that can surprise them! We were told that many customers asked if they could keep the Mystère chopsticks with them after dinner to bring them back home.