A strategy to overcome a trade problem – the consumer of Club Social cracker, is young and trendy. However, their moms, the product buyers, doesn’t connect with the brand's communication.

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So, to convince moms to buy the product, we've created a sales promotion called Mesada Unmistakable, a creative which spoke with moms and kids. (“Mesada” is pocket money, monthly cash given by the parents to his kids). Ten raffled youngsters would win one year of a generous “Mesada”. 

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In a cross-media initiative to increase brand awareness, the participants also would compete for a half-million prize in cash on a famous TV Game Show watched by all Brazilian families.

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SALES INCREASED BY 11% - a record at Mondelez.

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11.5 MILLION PEOPLE subscribed to the promotion.

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TV ADS CANCELLED because of the success of sales.