31 YEARS CELEBRATING THE POWER OF IDEAS
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SELECT WINNERS YEAR
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Corporate Name of Client: Intermarché
Heads of Client Services: Patricia Chatelain/Sylvie Cole/Mathieu Delcourt/
Marie Dos Santos/Lucie Ducos
CEOs: Pascal Nessim/Charles Georges Picot
Associate Account Director: Blandine Mercier
Agency Account Manager: Matthieu Morteau
Agency Planner: Leoda Esteve
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
Project Manager: Fiona Seror
Group Project Manager: Coraline Moulin
Print Content Production Company: Prodigious
Print Content Production Companies Cities: Clichy/Paris
Print Producers: Patrice Druet/Corine Guedj
Moving Content Production Companies: Kuest Prod/Cinq Etoiles productions
Moving Content Production Company city: Paris
Moving Content Producer: Charly Forin
Moving Content Production assistant): Pauline Auffret
Directors: Manu G.Cuesta/Edouard Le Scouarnec
Producer: Patrick Andriot
Photographer: Patrice de Villiers
Post-Production Company: Kuest Prod, Paris
Editor: Manu G. Cuesta
Assistant Film Editor/Camera Assistant: Johan Comte
Design Retouching Company: Asile Paris
Design Retouching Company City: Paris
Studio manager: François Kergueris
SUGAR DETOX is a 6 step program that helps people to get used to less sugar-filled products, step by step. 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 receipe 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 (lunchs, snacks, family meals...). In store, the clients discovered the SUGAR DETOX x6 packs in shelfs 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 yogourts were multiplied by 3.800 % per store and global 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…).