Touch the sky with “Nuvole”

Touch the sky with “Nuvole”

Perugina Nuvole by Lactalis Nestlè Fresh Products, a whipped dessert available in two variations of flavours, Fior di Latte and Milk Chocolate, was presented at an event held in Piazza Gae Aulenti in Milan over the weekend of March 29th-30th, 2014.

Lactalis Nestlé

Aims

To present the new Perugina dessert, giving samples to pedestrians and linking the experience to a real “walk in the clouds”.

Strategy

To obtain maximum visibility for the event, a street marketing program was orchestrated that attracted the attention of a large public audience including a great number of reporters. Additionally, the dessert Perugina Nuvole was distributed free of charge to all passers-by in conjunction with the opportunity to take a ride on the Perugina Ferris wheel for free.

Activities

Competence Communication oversaw the PR and Media Relations activities for the event as well as for the launch of the dessert.

Results

Between the media coverage of the event and the event itself, follow-up and subsequent press launch of the product nearly 4.5 million people were reached.
50 journalists were present during the street marketing initiative.