In 2011 Royal created a new product on the market that would require advertising to be launched: Royal Duo Magic, the only gelatin with 2 flavours in the same package.However, the brand was away from the media for 5 years and would need repositioning.The first step was establishing that Royal needed to be closer to the real consumer of gelatins: mothers. We started to investigate this universe, trying to break taboos and raising hypotheses, all that in order to turn those findings into a new communication platform.The goal of creating closeness between the brand and mothers was to increase sales dramatically. For that, we created materials such as a documentary, a website and a book with the search results, a new positioning in social networks and a TV commercial.Because the brand had to be recognised as the source of this content, the PR strategy was key in making sure the subject was passed in a consistent way to the public.

- Quantitative and qualitative research with more than 1,000 mothers, as well as specialists in psychology, nutrition and education;- Book with all the research results;- Documentary;- Website;- Participation in Social Networks;- TV film.

- Spontaneous media in more than 50 vehicles (including radio); a return of 600% of the investment made;- Over 300% increase in access to the new site;- 700,000 views of the film released on YouTube in one month;- The investment in media and perfect execution of the sales plan went beyond the expected halo-effect (9% growth in the category), compared to the same period of 2010;- Increase of 29% in sales compared to same period in 2010;- Brand won a 2PP share and grew 10% compared to same period in 2010.