Best practice from Strawberry Frog Brazil
How can you talk about quality of life and longevity in a way that is different and relevant to people?
In Mexico, Quaker has created a cultural movement. Consumers were asked to register online and set appointments that will take place in 20 years time.
Invitations to those appointments were then captured in imagined future scenarios and spread by the media, used as copy in press adverts.
These were backed by a TV campaign screened across seven channels.
The result was that Quaker became top-of-mind in its category, leaving its closest competitor far behind.
It gained 68 per cent recall, exceeding the most successful campaign in the history of the brand.
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