With Hellmann's your taste buds create music.

The Majukennaise is a machine that serves fresh samples of Hellmann's sauces. It asks you what you thought about the sauce and turns your reaction into songs. The Majukennaise and the promo team visited over 90 supermarkets during a two month period. Discount coupons and prizes were given to promote purchase. Over 5,000 people were exposed to the experience.

Sales grew more than 40% during the promo period (compared to prior promotions). Over 5,000 person interacted with the Hellmann's team. Many chose to share their songs or download them. Some even turned them into their mobiles' ringtone.

In under two months, this promo grew sales by over 40% compared to other promotional efforts done for the brand.

Taste preference is completely subjective and hard to change. So to grow Hellmann's we did not go after the competition. We targeted Hellmann's lovers in over 90 supermarkets exposing them to delicious, unfamiliar ways to enjoy Hellmann's. In order to convince them, we recorded their reactions and turned them into songs.

Hellmann's is #1 in Puerto Rico. Most people enjoy mayonnaise in everyday simple preparations like sandwiches. In order to grow we had to expose and inspire Hellmann's fans to enjoy their mayo in new, unexpected ways.