CPM

In-store Demonstrations Launching Mondelez Christmas Cookies in France

 

THE CHALLENGE

Although chocolate has always been the star of the Christmas season, Mondelez International wished to create a new consumption opportunity for Oreo & Milka, two chocolate cookie brands. Inspired by Eastern traditions, Mondelez sought several objectives:  to reintroduce cookies using new gift packaging, to recruit consumers of cookies at the end of the year, to attract mothers-consumers’ attention, and at last, to increase the product and brand awareness.

THE CPM SOLUTION

For the “Joyeux Biscuits de Noël” (Merry Christmas Cookies) operation, Mondelez International wished to work on its ability to emerge in stores, to distinguish its products from the Christmas chocolates and to bring something new to the consumers during this period… The consumers, who want to enjoy themselves without feeling guilty, have been waiting for this innovation, according to a Mondelez survey launched before the campaign. In order to ensure the success of the launch, a large operation was set up between October and December 2014, resulting in over 1,000 demo days in more than 600 outlets. Trained demonstrators - dressed up in Oreo and Milka cookies - were the centre of two event operations designed and deployed for the campaign. In charge of in-store demonstrations and promotion, they also had the responsibility to have the products tasted by many. After this first wave of Christmas cookies demonstrations, the ambition remains great. 2014 was only the beginning…

Cookie demonstrations
Brand Awareness
In-store Demonstration

RESULTS / ROI

CPM's field marketing team delivered:

619 demonstrators

1038 demo days

619 outlets

"Joyeux Biscuits de Noël” is a major event. We have planned more than 1000 days of demos to promote the whole range"

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