Club Social - Mondelez
A strategy to solve a trade problem – the consumer of Club Social cracker, is young and trendy, but his mother is the product buyer, and she doesn’t associate with the brand's communication.
So, to convince them to buy the product and increase sales, we've created a sales promotion called Mesada Unmistakable. Ten raffled youngsters would win one year of a generous “Mesada”. (“Mesada” is pocket money, a kind of monthly cash given by the parents to his kids).
To increase brand awareness, they also would compete for a half million prize in cash on a famous TV Game Show watched by all Brazilian families.
This cross-media initiative broke sales records in Mondelez and achieved 11.5 million subscriptions, and 11% of the sales increased.