Title	MAILING MA VIE EN COULEURS
Brand	MONDELEZ FRANCE AND UNILEVER FRANCE
Product/Service	MAILING FOR 90 BRANDS
Category	C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
Entrant Company	PUBLICIS K1 Suresnes, FRANCE
Advertising Agency	PUBLICIS K1 Suresnes, FRANCE

Name	Company	Position
Helene Meinerad	Publicis K1	Account Director
Celine Mouche	Publicis K1	Account Manager
Christophe Pilate	Publicis K1	Creative Director
Saran Sunder	Publicis K1	Art Director

The Brief

Two industrial companies, Mondelez (Kraft Food France) and Unilever joined together in the first CRM FMCG program in France, with the aim to create preference for their 90 household brands with their loyal consumers. The target, mothers aged between 35 and 59, in charge of the family shopping, selected from our database as being the most active mainstream consumers. Our challenge is to draw greater attention to a promotional mailing without making it purely advertising. The objective is to maintain a good balance between the brands, the promotions and the editorial content and thereby satisfy all parties.

Creative Execution

Every mailing of Ma vie en couleurs magazine is an «event», offering consumers a real moment of “time out”, relaxation and inspiration, a magazine that serves them daily and at the same time bringing them all the advantages and discounts on their favorite products. Ma vie en couleurs mag is not perceived as intrusive for consumers who receive it, it’s a subtle balance between the branded and non-branded that women are looking for. In this way the 90 brands of the program create a strong and lasting relationship with their consumers, as well as true brand preference.

Describe the creative solution to the brief/objective.

The mailing Ma vie en couleurs contains a discount coupon booklet and a consumer magazine, positioned as a women’s magazine where brands appear naturally. The 64 page magazine contains : • Exclusive content linked to the brands’ universe • Inserts in context where the brands communicate • Tips, ideas and handy notes • Recipes using Mondelez and Unilever products • A partnership with Jean-François Piège who has created original recipes using the brands products • Not forgetting press formats that work : advertisement pages, the innovation tunnel to present new products

Results

The consumer magazine reaches more than 2 million people at each mailing. A readership of + 75% A retention rate of + 90% Ma vie en couleurs magazine is an essential tool in creating consumer loyalty for the brands. People exposed to Ma vie en couleurs consume 16.5% more brands than those not exposed to the program.