2013 Winners & Shortlists

The Brief

American Garden has changed their packing after 25 years. As part of the full re-branding, they wanted to re-launch their new Lite Popcorn which is 94% Fat Free, and reach out to a younger, more health conscious demographic.

Describe how the promotion developed from concept to implementation

Popcorn goes hand in hand with the movies, so we decided to show people what happens when you mix Light Popcorn with movies, by pulling a stunt. In busy malls, on a weekend, we made movie characters levitate. And with no strings, or wires, we got Lite Popcorn off the ground in a fun and entertaining way.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 3 days, we sampled 7,800 packs of the new Lite Popcorn. Everyone who passed the levitating movie characters had their mobile phones in the air, and pictures were posted on Facebook, Twitter and Instagram. American Garden were so pleased with the response, that they are planning to do the activity in other cities in the GCC with different levitating movie characters.

Explain why the method of promotion was most relevant to the product or service

By making movie characters levitate we were able to effectively demonstrate the key benefit of Lite Popcorn. It was also a very different and new way to do sampling, and people were actively engaging with the characters (who were handing out the samples).