Idea:

We turned the defective lollipops into a business opportunity and instead of throwing them away, we put them on sale. And so we create Broken Hearts, broken lollipops that help heal real hearts.

The money raised went to Fundación Menudos Corazones, a foundation that helps children with hearth diseases.

• Implementation

The campaign was published in social networks and at the point of sale.

• Media channels and integration

Stores, website and social networks.

• Timeline

from March 1 to June 30

• Scale

Spain

In the first months we raised 325,000€.

The product sold out sooner than expected and we had to make a second production.

The awareness of the brand increased by 32%.

Now people see Piruleta as an innovative product and as a brand that does good things for children.

It is relevant because we were able to turn a factory waste into a new media that went to the hands of thousands of Spanish people, and this way we were able to help children with heart diseases.

• Target audience (consumer demographic/individuals/organisations)

Kids and parents

• Media planning

We launch the campaign on social networks in our own channels. We launch the website. And Spanish influencers helped to spread the message.

• Approach

We sold the product using the image of the children of the foundation, so people could understand that by buying this new product they were helping children with heart problems.

• Situation

Piruleta is the most famous lollipop among Spanish kids, by its flavor and heart shape. But in the last few years the brand has lost its market share because the consumer sees the brand as outdated, in image and product innovation.

• Brief

To make a campaign that strengthens the brand's link with all the mothers and that can change the perception of the product, making it look like an innovative brand.

• Objectives

Generate awareness, increase sales and generate conversation in social networks.