Nestlé (Belgium) – Lion “Streetball”
Campaign Title Lion StreetballBrand Nestlé BelgiluxCategory A6 FMCG Food Medal GoldAgency Punta Linea
SUMMARY
Lion was the sponsor of several basketball tournaments, and research showed a growth in obesity. So Nestlé wanted a promotion that would link confectionery with sport.
CHALLENGES
By keeping the values and target group in mind, the challenge was to increase both market and volume share, and create a link between LION and sport.
HOW OVERCOME
Urban and active 16–24 year olds were encouraged to try and win by...