| Title | SUGAR DETOX |
| Brand | INTERMARCHÉ |
| Product/Service | INTERMARCHÉ |
| Category |
B05. Use of Ambient Media: Large Scale |
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Entrant
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MARCEL Paris, FRANCE
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Idea Creation
|
MARCEL Paris, FRANCE
|
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Media Placement
|
ZENITHOPTIMEDIA Paris, FRANCE
|
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Production
|
KUEST PROD Paris, FRANCE
|
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Production 2
|
CINQ ETOILES Paris, FRANCE
|
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Additional Company
|
INTERMARCHé Bondoufle Cedex, FRANCE
|
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Additional Company 2
|
PRODIGIOUS Paris, FRANCE
|
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Additional Company 3
|
ASILE Paris, FRANCE
|
Credits
| 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 |
- |
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 |
| - |
Prodigious |
Print production company |
| - |
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 we 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
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
With SUGAR DETOX, Intermarché leads 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.
To launch this new product, we involved the clients in the production process by testing the receipes in store :
- choose the % of sugar they wanted to buy after the Detox
- choose the aroma they wanted to buy after the chocolate one
- choose the product they wanted
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