In addition to a TV commercial, we recommended that Charal provoke public and media reaction by putting three actors in a big cat cage in Paris’ biggest zoo for two days, as a reminder that human beings are the biggest carnivores.

As a result of all these communication actions, Charal recorded a 12% growth in its sales over one year in a strongly declining market (-4%). The clients considered this operation particulary helpful in enabling their sales force to establish a good contact with retailers, who loved it.