To explore the media Comic Book (that shows high affinity with the Tween public), a regular ad would not be enough and would pass unnoticed, so we used the speech bubbles as a new media.We chose the titles/characters directed to our target and in partnership with the publisher developed a one-page story in which We substituted the conventional onomatopoeias for Crush, used the logo of our product.On the mirrored page of the story, we inserted the ad of the product reinforcing our message and revealing the game.

Before the launching of Danoninho Crush the Danon's sales volume was under the expected, however after the beginning of the campaign the results were outstanding.The use of the Comic book media affected favourably this launching helping to lever the sales forecasted by Danone (initial forecast: 7 tons / day. Result: 10 tons / day), 43% over the sales target.With these results Danoninho Crush became the first launch of Danone to goal over the goals of the company still in the first month.