Intermarche: Sugar Detox [image]

Credits & Description:

Brand: Intermarché
Corporate Name of Client: Intermarché
Agency Account Manager: Matthieu Morteau
Agency Planner: Leoda Esteve
CEOs: Pascal Nessim/Charles Georges Picot
Agency: Marcel, Paris
Creative Chairman: Anne de Maupeou
Chief Creative Officers: Dimitri Guerassimov/Fabien Teichner
Copywriters: Antonin Jacquot/Souen Le Van
Art Directors: Marie-Océane Scerri/Louis Haffreingue
Agency Producer: Suzanne Pereira Dias
Group Project Manager: Coraline Moulin
Project Manager: Fiona Seror
Photographer: Patrice de Villiers
Production Company: Kuest Prod, Paris
Directors: Manu G.Cuesta/Edouard Le Scouarnec
Associate Director: Blandine Mercier
Producers: Patrick Andriot/Patrice Druet
Print Content Company: Prodigious Paris
Print Producer: Corine Guedj
Moving Content Production Company: Cinq Etoiles Productions
Moving Content Producer: Charly Forin
Moving Content Production Assistant: Pauline Auffret
Post-Production Company: Kuest Prod, Paris
Editor: Manu G. Cuesta
Assistant Film Editor and Camera Assistant: Johan Comte
Studio Manager: François Kergueris
Description of the Project:
Sugar Detox is a 6 step program that helps people to get used, step by step, to less sugar-filled products.
With SUGAR DETOX, we launched a range of products with individual portions and cup after cup declining sugar rate. Cup after cup, we kept the same recipe with a decreasing sugar rate, ending up with a cup that has 50% less sugar than the first one! Step by step, we discover a less sweet recipe, but not a less tasty one.
To launch this new concept and reach the largest audience, we chose the most popular and best-selling product: the chocolate yogurt. An iconic product for French meals loved by the youngest ones to the oldest and ate at any time and circumstances (lunches, snacks, family meals...). In store, the clients discovered the SUGAR DETOX x6 packs in shelves with a tasting stand. That way, they could taste and feel the effects of the program in 2 minutes : going step by step to the 50% cup.
From the cups to the prints, including the packaging, all the elements of the campaign were designed to illustrate the concept of SUGAR DETOX with a panel of colors used to show the sugar decrease and the different sugar rates.
The results were outstanding. SUGAR DETOX was an immediate success in store. So much, that in the first 3 days of the campaign, we ran out of supply of SUGAR DETOX x6 packs. Our daily sales of yogurts were multiplied by 3 800 % per store and global in store traffic increased by 30% overall. The media liked and spread this innovative idea: 56 millions media and social media impressions were generated in the first days (press, TV, social media, blogs…).