We turned the defective lollipops into a business opportunity and instead of throwing them away, we put them on sale. And so we create Broken Hearts, broken lollipops that help heal real hearts.

The money raised went to Fundación Menudos Corazones, a foundation that helps children with hearth diseases.

• Implementation

The campaign was published in social networks and at the point of sale.

• Timeline

from March 1 to June 30

• Placement

Stores, website and social networks.

• Scale

Spain

• Business impact – sales, donations, site traffic

In the first months we raised 325,000€.

The awareness of the brand increased by 32%.

• Response rate

The product sold out sooner than expected and we had to make a second production.

• Change in behaviour

Now people see Piruleta as an innovative product and as a brand that does good things for children.