Nestlé Crunch cereal branding at event

Project Info

Cliente: Nestlè Italiana SpA – Marca Crunch Cereali

Tarea: Skipass

Horario: Octubre – noviembre de 2003

About Project

Enriquecida con hidratos de carbono, vitaminas, hierro y sales minerales, la gama de cereales Nestlé asegura a los niños la energía necesaria para empezar con fuerza las mañanas y mantener alto el nivel de atención y vitalidad durante todo el día. Entre los numerosos productos, destaca Crunch, el cereal preferido por los adolescentes de moda: una explosión de energía.

Skipass, el salón dirigido a los amantes del esquí y la montaña y a los profesionales de la industria del turismo de montaña, se celebró en la ciudad italiana de Módena, entre octubre y noviembre. Este mismo acontecimiento registró la presencia de más de 132.000 visitantes en 2002 y, con su impresionante número de adolescentes a la última que se reúnen allí cada año, es el evento perfecto para un producto como Crunch.

RTR organizó un stand de Crunch justo en el pabellón principal de la feria y ofreció a los asistentes la oportunidad de probar el producto. Dos chicas jóvenes recibían a los clientes y les ofrecían diversas y originales actividades de degustación, en las que participaban no sólo Crunch, sino también otros cereales de Nestlé, como Fitness y Cheerios. Junto con la distribución de muestras de los productos, se repartieron folletos dirigidos específicamente a este grupo de edad, en los que se informaba a los adolescentes sobre otros productos Nestlé y se daban orientaciones sobre cuáles son los hábitos alimentarios correctos.

Además del stand de Crunch, se pudo encontrar a las chicas de Nestlé repartiendo el producto por toda la feria, especialmente en los eventos más espectaculares e interesantes, vinculando así la marca Crunch a los acontecimientos deportivos más divertidos: espectáculo de skate half-pipe con los principales atletas internacionales, Snowboard Awards, patinaje sobre hielo, escalada, competición de BMX y motocross…

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I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.

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