Increase Brand Awareness, communicating in a new, original, memorable way the five tastes and the lightness of the product.
We have represented the qualities of the product in an essential way: using “Color Dance” (a mix of dance of the 70’s and the spirit of yoga), but also making the spectators live a synesthetic experience in a “Color Room”, expressly staged in a Temporary Store opened in Milan during the 2009 edition of the Salone del Mobile. This mix has involved the most trend setter section of the public in the brand experience, amplified on-line through the site colordance.it, featuring the downloadable mp3 of the music, a tutorial aimed to learn the dance’s steps and real time videos of the Temporary Store.
The campaign was featured on a wide and diversified media mix, including press (Glamour, Vanity Fair, GQ), alternative circuits such as Zero, Promocard and the Web. We achieved a 200% increase in sales of the product.
Marketing Strategy
Graphic Design
Temporary Store
