Cannes Lions

KIBON

SUPER PRODUÇÕES E IDEIAS, Sao Paulo / UNILEVER / 2010

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Execution

Kibon, Brazil's most admired ice cream brand, has developed a new recipe for its 2 liters packaging that brings a strong market differential: it's 70% milk and therefore, creamier.To communicate the news to the brand's costumers, the campaign “a creamy world is a tastier world" was created. It needed to be activated during the Brazilian summer at the season's principal tourist destination, the seaside.The major challenge was to diffuse the concept of the campaign to the consumers, conquering visibility inside a very disputed scenery by brands of several segments.The solution came from USA's Thanksgiving parades, when giant balloons representing famous characters float down the streets of cities such as New York.In blitzes at the beaches' sandstripes, the ice cream campaign's characters were brought to life in giant helium balloons about 4 meters high, allusioning to Kibon's ice creams lightness and creaminess.Complementing the display was another promoter circulating with an ice cream cart transformed into a soundbox, which played a jingle created especially for the action. Besides walking on the beach, the promoters' team gave away heart-shaped red balloons with Kibon's logo to children and passing public.This ambient stunt collaborated to a huge increase in Kibon's 2 liters ice cream packaging sales when compared to past summers.

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