The creative was about ‘ROCCO SPEAK’; the funny, distorted way people speak whilst sucking lollipops.

Ideal as we had both product and behaviour to take to the ‘trend setters’. To cut through we dominated their media routine 24x7 by taking presence on websites, TV and radio programmes identified by the trend research. We ran 40 active product placements in programmes, chat-shows and on radio. Hit squads, in branded vehicles, extended sampling onto the streets and at ROCCO club nights. All activity was targeted aiming to seed ROCCO and ROCCO SPEAK.

The product sold out in two months which sent demand into a frantic frenzy. In numeric terms we exceeded initial sales targets by 75% and penetration targets by 35%. By only using niche media, we were 25% under budget-our core users spread the message for us. And most importantly ROCCO lollipops are now one of the coolest things out there.