Cannes Lions

Sugar Detox

MARCEL, Paris / INTERMARCHE / 2016

Awards:

3 Gold Cannes Lions
4 Silver Cannes Lions
8 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

As «Producteur Commerçant», Intermarché is the only mass distribution brand able to change the composition of its products. That is why we worked directly with the Saint-Père-en-Retz’s dairy production unit (and its R&D division) to give life to a new approach.

SUGAR DETOX is a 6 steps program that helps people to get used, step by step, to less sugar-filled products. With SUGAR DETOX, we launched a range of products with individual portions and cup after cup declining sugar rate. Cup after cup, we kept the same receipe with a decreasing sugar rate, ending up with a cup that has 50% less sugar than the first one! Step by step, we discover a less sweet recipe, but not a less tasty one.

The production lines of our Saint-Père-en-Retz dairy production were adapted to this new product in order to produce 6 different receipes in one affordable to all pack!

Execution

From the cups to the prints, including the packaging, all the elements of the campaign were designed to illustrate the concept of SUGAR DETOX with a panel of colors used to show the sugar decrease and the different sugar rates.

On each cup of the pack, you actually have a unique SUGAR DETOX logo and unique sugar rate with its particular color on the stickers. That way, you will easily get the cup you need to follow your program. The concept is also clearly expressed on the packaging with the patterns on the top (from the darker to the lighter), the different recipes on the back with the sugar rate as the only one difference between each cup !

All the items of the campaign (prints, in store promotions, TV spot, flyers, outdoor, social media...) express the concept of SUGAR DETOX with the different colors and its adaptation on the catch phrases.

Outcome

The results were outstanding. SUGAR DETOX was an immediate success in store. So much, that in the first 3 days of the campaign, we went out of supply of SUGAR DETOX x6 packs. Our daily sales of yogourts were multiplied by 3 800 % per store and global in store traffic increased by 30% overall.

A survey was lead in store to have a direct feedback from the consumers who test the SUGAR DETOX : 87 % of those who test the program in store, announce their intention to buy 50% packs in the future !

The media liked and spread this innovative idea: 56 millions media and social media impressions were generated in the first days (press, TV, social media, blogs…) and the #SucreDetox (#SugarDetox) has spread quickly on the web with an organic Trending Topic on Twitter the first days.

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