Briefing:
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 don't have the habit of giving Actimel to their kids every day.
Solution:
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 personalized 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.
Results:
Besides introducing a healthy habit into so many people's lives, we managed to position Actimel as an indispensible part of breakfast for Brazilian families.
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