“MEC delivered the strongest response I’ve seen from an agency team. The rigour and strategic thought put into the response was clear and it surpassed our expectations. The channels suggested to reach our older media target were new channels for the brand but helped deliver the campaign’s extraordinary results."

Campbells

"MEC impresses because they are constantly looking ahead. And they are far out in the headlights, constantly positioning the agency and therefore their clients to be successful in an ever-changing media market place."

AT&T, USA

"Since our first flight, the airline has stood for service, innovation and value, characteristics that were displayed by the entire McKinney and MEC Interaction team."

 

 

Chris Rossi - Senior Vice President, Virgin Atlantic North America


Lheritier Pico Dulce Night

Macy’s Ragged Road
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A demonstration of

  • > Activation
  • > Active Engagement
  • > Earned
  • > Multimedia

Candy girls




We turned a candy product for kids into an adult brand by making it an important part of their night out.


The challenge

Among 12-18 year olds in Argentina, Pico Dulce is a popular lollipop brand. Pico Dulce Night is a line extension expressly aimed at building the brand's appeal among the 16-30 age group. Our task was to reach this older group through an effective low-budget campaign.

Our insight

Argentine girls frequently eat lollipops in clubs and discos. This gave us the perfect opportunity to make Pico Dulce Night an important part of their night out.

Our solution

Our campaign was called La hora Pico. As well as meaning ‘Pico time', this can be translated as ‘kiss time' because ‘pico' is local slang for a kiss. We sponsored an electronic dance music program on La Metro radio on Friday and Saturday nights while our target audience is getting ready to go out. The communication was reinforced by a promotions team who toured the clubs and discos with product samples and branded gifts encouraging them to engage with the brand online.

The results

  • Sales up by 20%
  • 15,000 contacts added to database

 

 

 
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