Cannes Lions

COQUEIRO TINNED FISH

ALMAPBBDO, Sao Paulo / QUAKER / 2004

Awards:

1 Gold Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We used the top women’s programmes on the five largest networks in the country, where we were able to present the brand’s entire product line in innovative and high-impact product placement actions. The 'Coqueiro Network' was broadcast live during three different schedules: Morning - three channels: Band, Record and RTV!; Afternoon – four channels: SBT, Record, Band and Gazeta; Evening - two channels: Band and RTV!

Outcome

The visibility, the unusual format and the unique trading of recipes and helpful hints among the presenters brought such favourable results to the brand - contributed to consolidate the leadership, making its share of marketing grows 3% - and to the TV channels involved that the programmes’ lengths were spontaneously increased by two to three times without any additional costs to the advertiser.

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