Actimel
Big Bottle.
How do you make a 1+1 offer visible from ten metres without hiding the bottle and the slogan?
© Grafit
The brief
A buy-one-get-one-free offer on Actimel's Big Bottle, to roll out in store on a sign, posters and a shelf stopper, in French and Dutch. Two teams sign the same brief, with two different requests.
The challenge
The usual reflex: the promo burst grows with every round of changes. It covers the bottle, then the slogan. By the third round, the bottle is gone.
What marketing wants
“The slogan and the bottle, big.”
“You've grown? So have we!”, the Big Bottle and its vitamin B6 and D message. The product stays the hero of the poster.
What sales wants
“The 1+1 visible from 10 metres.”
The offer has to stop the shopper at the end of the aisle, in French and Dutch.
I listen to both, then I draw the answer in three decisions. The offer gets its own zone: a separate banner with all the room sales needs, without touching the main visual. Two reading distances: the 1+1 reads from the end of the aisle, at 10 metres, the message reads in front of the shelf, at 3 metres. And the purple comes from the logo: a standard red burst broke the brand's world, so the offer takes Actimel's colour. It stands out just as much, and it belongs to the brand.
Before, after
Left, the burst that grows with every round. Right, each piece of information has its place and its size.
© Grafit
© Grafit
The decisions
The offer has its own zone, in the brand's colour, in French and Dutch.
© Grafit
© Grafit
On the shelf
The same system on the shelf stopper and the in-store screen.
© Grafit
Credits
- Client
- Danone
- Agency
- Grafit (now closed)
- My role
- Promotion system, sign, posters and shelf stopper, French/Dutch versions
- Team
- Project carried out as a team within the agency
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