When Danone wanted to remind mothers across Brazil that their Actimel product was a healthy choice for children everyday, they made sure that a prompt to consume the product was present at breakfast time… by turning bread into toasted branding.
Toasters that printed personalised reminders onto bread were sent to some of the most influential mothers of Brazil along with a supply of Actimel, a flavoured drinking yoghurt. As an incentive to get them spreading the word these mothers were rewarded for sharing their experience on social networking sites. Uploading an image of their printed toasts on to Facebook, Twitter, blogs and other social profiles earned them an additional months supply of Actimel.The Green Room Verdict: This unconventional method of spreading a breakfast message has a cool novelty factor, especially with some of the toast messages including the children's names. And we're not surprised that the campaign has reached 1.2 million mothers and counting... with the power of social media converting trusted mothers into brand ambassadors, their fun experience with the Danone brand would have driven many other mums into stores with Actimel on their shopping lists.
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