100 Calorie Packs
Product launch
In April 2009, Kraft launched a new product dedicated for women: 100 calorie Pack
Live
Free Gourmand Pleasure Movement
Ideactif created the Free Gourmand Pleasure Movement, an innovative way of reaching nowadays women and follow them in their modern active life.
The animations included:
- A team composed of 9 smart touring on the French roads between Paris, Lyon, Lille and Marseille.
- A charming team of the Free Gourmand Pleasure Movement offering to taste the product and have oneself photographed to become a member of the movement.
- A flagship area in malls: the head quarter of the Free Gourmand Pleasure Movement composed of a friends’corner, a beauty corner offering free “flash makeover” and the sweet corner offering chocolate scented beauty cream massage.
Digital
The dedicated www.mlpg.fr website provided the members the possibility to see their pictures and participate to the gustative pleasure contest.
Result
- 430.000 products handed out
- 50% sales increase on the activation period
- 50% order increase from most distributors on the activation period
