LACTA 100th ANNIVERSARY
Lacta - Mondelez
Lacta is the best-selling chocolate in Brazil, and they had celebrated their 100th Anniversary giving a gift for the whole city. As a centenary brand, Lacta needed to rejuvenate its image to the new consumers and become Pop.
Our strategy was to develop a remarkable celebration. Lacta will offer a big concert with the three most popular singers of that time, and people won "golden tickets" by purchasing chocolate bars.
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 for them and their friends.
4 MILLION PEOPLE watched the show broadcasted by Multishow Channel.
INCREMENT OF 27 TONS of chocolate in that year.