"We wanted someone to help us pioneer smart, integrated marketing, and we very much like what we are seeing in a global, local and central level. MEC is a breath of fresh air."

Paramount

“Without MEC, Nutella would not be where it is today. The tools and the team behind them have delivered sales for the brand above and beyond what we could have hoped for.”

Emma Colquhoun - Nutella Brand Manager, UK

"The Colgate Max White launch has been hailed as a true success within Colgate Palmolive and has been used to demonstrate Integrated Marketing Communications best practice across the European division."

Colgate, Europe


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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