Let’s colour the Milanese sky blue with Baci Perugina
The Baci Perugina yogurt was officially presented during an event in Cadorna Square, Milan, March 16th 2013.
Aims
To present the new Baci Perugina Yogurt launched by Lactalis Nestlé Prodotti Freschi, the European joint venture between Lactalis Group and Nestlé Group in the field of refrigerated milk products.
Strategy
An urban guerilla activity was organized.
Thousands of people released blue balloons with hand-written messages of love. The Milan sky was filled with love poems and coloured blue, as per Baci Perugina tradition.
Activities
Competence Communication handled the communication and PR activities for the yogurt launch.
Results
Great media coverage pre-event, post-event and of the product.
Many journalists attended the event to try the new yogurt and take part in this unique moment.
More than 6,000 samples distributed.