MIZO DESSERT SELECTION INTEGRATED PRODUCT LAUNCH CAMPAIGN – Sole-Mizo Hungary
Sharing offline is cool too!
- Integrated campaign
The Mizo brand launched a new product range aimed at younger consumers in 2017. The new selection of curd cheese desserts, the Mizo Dessert Selection, is available in five different flavours and uniquely packaged by two in a box. The flavours of the Mizo Dessert Selection are also special; the range of flavours includes tiramisu, Gerbeaud and caramel cream. Progressive was tasked with introducing the innovative properties of the products and support the launch of the Mizo Dessert Selection product range, as well as reinforcing the brand’s premium image.
The concept for the integrated campaign was built on the idea that the unique packaging of the Mizo Dessert Selection helps make consuming the product a social experience. Not only can these particularly delicious products be enjoyed by consumers anywhere and at any time, you can also share them around. In addition to the packaging design and the product launch, we were also involved in extending the mizo.hu website, a banner campaign, a YouTube pre-roll video, billboard and city light advertising, a vehicle advertising video and LED video wall, a radio spot and on-site activity at Radio 1. Free samples and prizes were also given away to boost the product’s popularity.
The launch campaign for the Mizo Dessert Selection range achieved excellent results. Employing a balanced and carefully planned mix of channels, the campaign was effective in helping to increase product awareness and encouraging people to try the products, with 116,000 product samples handed out and approximately 46,000 unique visitors to the product’s microsite. Consumers were happy to try Mizo’s new products, and as a result Sole-Mizo Hungary asked Progressive to also work on plans for its exclusive six pack of the curd cheese dessert range, set for launch in the spring of 2018.