To create this habit we decided to use something truly indispensible in any family's morning diet. So we transformed bread into media.We created a special toaster that prints messages on the bread as it toasts it, reminding mothers to protect their kids' health every day.To launch the campaign we selected some of the most influential mothers, and sent them all a toaster with a personalised reminder, along with a package of the product.In order to receive Actimel for an additional month, mothers should post pictures with the toasts on their social profiles, spreading health throughout their network.

Besides introducing a healthy habit into so many people's lives, we managed to position Actimel as an indispensible part of breakfast.