Title	THE WOBBLING CHALLENGE
Brand	FREIA
Product/Service	JELLO
Category	D04. Brand / Product Video
Entrant	SMFB Oslo, NORWAY
Idea Creation	SMFB Oslo, NORWAY
Production	GIMPVILLE Oslo, NORWAY

Name	Company	Position
alexander gjersoe	SMFB	creative
hans magne ekre	SMFB	creative
Torstein Drogseth	SMFB	Account Director
Mikkel Saghus	SMFB	motion graphics designer
line Smestad	smfb	Content Manager

Background

Freia Jello is a product that you have to prepare yourself by using the Freia jello mix. The jello has always been around, and is a popular and fun product. So, when launching our new version with no added sugar, we competed against our own, previous success. We were also given the high ambition goal of selling 1 million packs of the new product, on a pretty slim marketing budget, within the first year.

Describe the strategy

We decided early on that a jello with no added sugar had the potential to become more of an everyday-dessert (weekday growth), than the sugar version - usually eaten on special occasions such as birthdays. But what is essential when choosing a sugar free version of any product? The taste! We want that diet soda, or whatever, to taste just as good as the original. But then again, just telling people that is just as tasty, doesn´t convince anyone. So, our strategy was to undersell the taste of the new, no added sugar jello. If it is taken for granted that they taste just as good, who wouldn´t choose the healthier over the other? And who is the most interested in the health aspect of any family product? Mothers, scrolling the internet for recipes, healthier alternatives and tips.

Describe the execution

Our creative solution became a test, comparing another essential aspect of jello: The wobbling! We created a trueview film for Youtube, with the no sugar added, and the sugar-version, going head to head in wobbling, to see which one lasted longer. The film was targeted towards mothers searching Youtube for recipes and how-to-cook tutorials. Our limited budget was exploited to the max by trying to hold on the consumers for as long as possible, without skipping after 5 seconds.

List the results

The new product has taken a 3.3% market share of the Norwegian jelly market, which is way better than expected for a non added sugar sub brand in the dessert category. This equals a 1.5% market share of the total dessert category in Norway, since launch. The ad itself broke previous records, with surprisingly high numbers of people continuing to watch after 5 the second mark, and a record high 30% watched all the way until the end! Unique reach was 425 000, which is above benchmark in a country with only 5 million people. All this with one small film with wobbling jelly :)