an algorithm for taste success
Kellogg’s Fibre Plus needed to launch and induce trial of a new cereal with a generic name and a category shared benefit of ‘deliciousness’. To gather proof of taste superiority, we conducted controlled taste tests designed to ensure impressive statistical results. The numbers made our study seem much larger and more mathematical than it actually was. People believe in numbers. Numbers don’t lie. Taste test videos were showcased on TV digital platforms and online media, including a 24hr Youtube takeover. All elements drove to fibreplus.ca for a free sample. To obtain the sample, the consumer took a quiz, which in turn generated over 1 million statistics. Average time on the site was +4 minutes / +15,000 samples were snatched in less than 24hrs / +1.3% increase in market share in under four weeks
AWARDS & RECOGNITION
advertising & design club gold
marketing awards bronze
web awards gold
bessie awards finalist
applied arts annual winner
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film : Digital : social : direct : promo
