The Brief

Create an impactful launch for the newly introduced chewy candy “Cafca” with an exclusively unique concept in order to overcome its invincible national competitor brand, and become #1 in the market within the first three months after launch.

Describe how the promotion developed from concept to implementation

We created the world’s first scientifically proven “tear stopper movie” which was effective on 96.2% of crying toddlers, changing the most dreadful stress of moms into a pleasurable experience.

Describe the success of the promotion with both client and consumer including some quantifiable results

5.5 mil views in over 130 countries In the first month after launch, the movie was used by 6.3 mil mothers around the world, and obtained free publicity worth over 48 thousand USD. It became indispensable to all moms, as their appreciation was reflected in the sales, which instantly outstripped its formerly invincible competitor to become #1 in the market.

Explain why the method of promotion was most relevant to the product or service

It not only became the absolute lifesaver to all moms that could be used anytime and anywhere on their smartphones, but it served as a solid path to engage the target to the brand.