As in previous years, Leche Celta set itself a dual objective for its annual campaign in 2010, in both business and brand image terms.• Maximize impact and awareness, generate product trial and loyalty through a conventional promotional mechanic (guaranteed free gift for collecting 24 bar codes plus postage and packing costs)• Consolidate and strengthen Leche Celta’s positioning amongst the family target by building a communication platform which is skewed towards engaging both the children’s and the adult target on a more emotional plane.

The combination of all the pieces comprising the campaign broadened the overall parent-child play experience, transforming simple characters into personalities in their own right;- The packaging offered infinite possibilities to “customise” characters.- The TV spot and and internet videos fed children's imagination through a 3-D transformation of its lead character- The teaser banners raised expectation around the characters- The actions in Social Media (Facebook and YouTube) were spearheaded by characters who initiated direct dialogue with consumers- In www.celtunies.es people could carve out the destiny of the characters in writing and share their designs with others…

• Leche Celta became the third biggest selling brand of long life milk in 2010 (Source: Nielsen 2010)• The www.celtunis.es website received more than 40,000 unique visitors• Over 60,000 Celtunis were given out during the first month of the campaign and a further 120,000 units were manufactured to cope with demand• To this day letters are still arriving from children asking for their Celtunis