The main issue is that, actually, people know the All-Bran bars, but they don’t consume them. And this is because they don’t know what fiber does to their digestive process. There are no restrictions of any kind with these kind of activations.

We created a snack vending machine. The machine´s system was modified so we could demonstrate to people the benefit of eating All-Bran bars. We set up the vending machine in malls, surprising people at random moments of the day when they wanted to eat a snack.

The challenge was to demonstrate people that when they eat All-Bran bars, their digestive system was improved. The goal was to reach as many people as possible with a small investment. The strategy was executed in places with high people traffic, so they could understand the function that the fiber accomplishes. We executed this with the vending machine.

The vending machine had a big reaction in media, earning free coverage in traditional media, TV news and radio, mentions in magazines and journals. People shared their experience through social media and the client smiled again since sales went up again.