As a result of the mandatory quarantine and the suspension of classes due to the outbreak of COVID-19, Tetra Pak and many of its customers were strongly affected by sales in the RTD (ready to drink) segment. The main cause of this fall occurred because this product, for the most part, is consumed by children at the time of school break.
Together with Tetra Pak, we developed a multi-channel campaign with the aim of building and promoting a new consumption habit, reminding parents and children of the importance of pauses and moments of rest, even if we are at home, with drinks in practical, safe packaging. Everything was packed under the concept #ElRecreoEsDeTodos. The distribution of the content was divided between paid media on social networks, paid media on online search, broadcast TV, traditional media and the relationship with influencers.
In 2 months of the campaign, we impacted + 10MM Argentine and Chilean users, who made + 900K clicks on the campaign pieces, directing them to the manufacturer’s partner supermarkets. In addition, we added + 17MM views in all videos of the campaign, ending with a 4.6% engagement rate and a 41% increase in online sales in the first month. As a result, the client also decided to run the campaign in 11 other countries, spreading the #ElRecreoEsDeTodos concept to Bolivia, Colombia, Costa Rica, Ecuador, Guatemala, Jamaica, México, Panamá, Peru, República Dominicana and Trinidad & Tobago.