Before Becel launched its new Becel Pro.Activ milk, it decided to introduce the product to supermarket managers so that they could plan their orders and the placing of the product on the shelves. The idea was to adopt an innovative approach and avoid the traditional PowerPoint presentation. We wanted to create an opportunity to give the supermarket managers something that would be useful to them in their daily lives and keep the product fresh in their memories.

Taking advantage of the fact that Pro.Activ milk goes very well with bread, we created an item that reflected this, a mini-fridge, with a glass and a sales folder shaped like a slice of bread.

The results were surprising - twenty fridges given to the twenty most important hypermarket managers in Portugal. The campaign resulted in the product being placed in the desired location on the milk display shelves, while the volume of orders far exceeded our estimates. There was not enough stock to meet demand in the first few months.