Patricia Chatelain / Sylvie Cole / Mathieu Delcourt / Marie Dos Santos / Lucie Ducos
Intermarché
Advertiser Supervisors
Pascal Nessim / Charles Georges-Picot
Marcel
CEOs
Anne de Maupeou
Marcel
Creative Chairman
Dimitri Guerassimov / Fabien Teichner
Marcel
Chief Creative Officers
Antonin Jacquot / Souen Le Van
Marcel
Copywriters
Marie-Océane Scerri / Louis Haffreingue
Marcel
Art Directors
Blandine Mercier
Marcel
Associate Director
Matthieu Morteau
Marcel
Account Manager
Leoda Esteve
Marcel
Strategic Planner
Coraline Moulin
Marcel
Group Manager
Fiona Seror
Marcel
Project Manager
Suzanne Pereira Dias
Marcel
Producer
Patrick Andriot / Patrice Druet / Corine Guedj
Prodigious
Producers
Patrice de Villiers
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Photographer
Manu G.Cuesta / Edouard Le Scouarnec
Kuest Prod / Cinq Etoiles Productions
Directors
Manu G.Cuesta
Kuest Prod / Cinq Etoiles Productions
Editor
Charly Forin / Pauline Auffret
Kuest Prod / Cinq Etoiles Productions
Production Director / Production Assistant
Johan Comte
Kuest Prod / Cinq Etoiles Productions
Assistant Film Editor / Camera Assistant
François Kergueris
Kuest Prod / Cinq Etoiles Productions
Studio Manager
Irina Novikova
Kuest Prod / Cinq Etoiles Productions
Model
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Prodigious
Print production company
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Asile Paris
Retouching
The Campaign
As «Producteur Commerçant», Intermarché is the only mass distribution brand able to change the composition of its products. That is why Publicis Marcel worked directly with the Saint-Père-en-Retz’s dairy production unit (and its R&D division) to give life to a new approach.
SUGAR DETOX is a 6 steps program that helps people to get used, step by step, to less sugar-filled products. With SUGAR DETOX, we launched a range of products with individual portions and cup after cup declining sugar rate. Cup after cup, we kept the same receipe with a decreasing sugar rate, ending up with a cup that has 50% less sugar than the first one! Step by step, we discover a less sweet recipe, but not a less tasty one.
The production lines of our Saint-Père-en-Retz dairy production were adapted to this new product in order to produce 6 different receipes in one pack! 6 chocolate yogourts
Creative Execution
From the cups to the prints, including the packaging, all the elements of the campaign were designed to illustrate the concept of SUGAR DETOX with a panel of colors used to show the sugar decrease and the different sugar rates.
On each cup of the pack, you actually have a unique SUGAR DETOX logo and unique sugar rate with its particular color on the stickers. That way, you will easily get the cup you need to follow your program. The concept is also clearly expressed on the packaging with the patterns on the top (from the darker to the lighter), the different recipes on the back with the sugar rate as the only one difference between each cup !
All the items of the campaign (prints, in store promotions, TV spot, flyers, outdoor, social media...) express the concept of SUGAR DETOX with the different colors and its adaptation on the catch phrases.
Results
The results were outstanding. SUGAR DETOX was an immediate success in store. So much, that in the first 3 days of the campaign, we went out of supply of SUGAR DETOX x6 packs. Our daily sales of yogourts were multiplied by 3 800 % per store and global in store traffic increased by 30% overall.
A survey was lead in store to have a direct feedback from the consumers who test the SUGAR DETOX : 87 % of those who test the program in store, announce their intention to buy 50% packs in the future !
The media liked and spread this innovative idea: 56 millions media and social media impressions were generated in the first days (press, TV, social media, blogs…) and the #SucreDetox (#SugarDetox) has spread quickly on the web with an organic Trending Topic on Twitter the first days.
With SUGAR DETOX, Intermarché (the 3rd french retailer) lead its clients to decrease their sugar intake in every day life thanks to an innovative program that point out their overconsumption of sugar and its dangers. SUGAR DETOX is a pioneer experience that aims to prove that we can easily accept a sugar reduction step by step and intend to change our minds and habits.
To launch this new concept and reach the largest audience, we choosed the most popular and best-selling product: the chocolate yogourt. An iconic product for French meals loved by the youngest ones to the oldest and ate at any time and circonstances (lunchs, snacks, family meals...).
In store, the clients discovered the SUGAR DETOX x6 packs in shelfs with a tasting stand. That way, they could taste and fell the effects of the program in 2 minutes : going step by step to the 50% cup. With a quick interview, we were able to know if they were ready to change their habits regarding to this test asking them:
- their intention to by 50% packs in the future
- their perception on the price
- if they would like to see the concept developed with other aromas
- if they would like to see the concept developed with other products