Our idea was simple: be honest, admit your mistake and show consumers you get them. In this case, we needed to admit Halls Mini was a bad product, inform consumers we were changing the formula back and show them we hated Halls Mini as much as they did. How did we do it? We launched a campaign where we EXPLODED the very last batch of Halls Mini.

• Implementation: The implementation of the campaign was all on Facebook, where they were the majority of people's comments about dissatisfaction with the Halls Mini

• Timeline: We promote the video on two moments: October and November

• Placement: Facebook

• Scale: 17,9 MM people

Our honest approach and bold attitude were essential to revert the situation of the brand. We turned unsatisfied consumers into impressed people who complimented Halls initiative of admitting their mistakes. In social media, the response was immediate and we received 63% positive comments on our explosion video. Also, more people declared that would purchase Halls after seeing that it’s a brand that cares about their consumers. In media, Halls was cited as the ultimate example of a brand listening to their consumers needs – and doing it in an unexpected way.