Lacta is the best-selling chocolate in Brazil, and to celebrate its 100th Anniversary the brand gave a gift for the whole city. As a centenary brand, Lacta needed to rejuvenate its image to the new consumers and become Pop.

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The strategy was to developed a remarkable celebration. Lacta will offer a big concert with the three most famous singers of that time, and people won "golden tickets" by purchasing chocolate bars.

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In addition to the celebration, we launched in retail stores a sales promotion in which consumers could win an exclusive show of their favourite singer just for them and their friends.

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More than 20.000 people attended the show.

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4 MILLION PEOPLE watched the show broadcasted by Multishow Channel.

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INCREMENT OF 27 TONS of chocolate in that year.