Project Info
Client: Nestlè Italiana SpA – Brand Crunch Cereali
Task: Skipass
Timing: October – November 2003
About Project
Enriched with carbohydrates, vitamins, iron and mineral salts Nestle’ range of cereals insures the energy necessary to children for a powerful start in the mornings and for maintaining the level of attention and vitality high throughout the day. Amongst the many products, what stands out as the cereal of choice for trendy teenagers is Crunch: an explosion of energy.
Skipass, the show aimed to ski and mountain’ s lovers and professionals from the mountain tourism’s industry, took place in the Italian city of Modena, between October and November. This same event registered the presence of more than 132 thousands visitors in 2002 and with its impressive number of trendy and cool teenagers who gather there every year, it is the perfect event for a product such as Crunch.
RTR organized a Crunch stand right in the main pavilion of the show and the opportunity for the audience to sample the product. Two young girls were there welcoming customers and offering them various and original tasting activities, which involved not only Crunch but also other Nestle’ cereals, such as Fitness and Cheerios. Along with the distribution of samples of the products, leaflets specifically targeting this age-group, were handed out informing teen-agers on other Nestle’ products and giving guidelines on what the correct eating habits are.
In addition to the Crunch stand, Nestle’ girls could be found handling out the product all around the show, especially at the most spectacular and interesting events, thus linking the Crunch brand to the most entertaining sport events: half-pipe skate show with the major international athletes, Snowboard Awards, ice-skating, climbing, BMX competition and motocross…
