4
days of activation in Täby Centrum
35.000
samples distributed
100%
Actimel sold out at ICA during the campaign
Challenge How do you get people to discover the benefits of Actimel right when immune support is needed most?
During the winter break, families want to stay healthy and active, but grabbing attention in a shopping center is tough. Actimel wanted to remind both families and adults of the benefits of drinking Actimel daily. The campaign drove direct sales in-store through a playful and engaging activities.
Our Proposal: Tastings + competitions = an activation for the whole family
We created a colorful area in Täby Centrum during the winter break, where visitors could sample Actimel and join in various challenges. The activation targeted all ages, from kids to adults. Everyone who participated received a voucher for a pack of Actimel to pick up at ICA in the mall. Plus, all passersby got a discount coupon, creating a direct link to purchase.
Our Approach Four days of taste, laughter, and strength
For four days, we activated Actimel with sampling and competitions like “night duel,” “hang bar,” and ball toss. The top performers won Actimel skis, and everyone who completed a challenge got a voucher for a pack of Actimel at ICA. The combination of activities, tastings, and coupons drove high engagement and attracted lots of passersby.
Results Sold-out shelves and stronger immunity in Täby
Thousands of samples were handed out and hundreds of people joined the contests. Vouchers and discount coupons led to direct in-store purchases and Actimel sold out at ICA Täby Centrum during the campaign. The activation delivered high visibility and strong sales, while the brand became associated with joy, activity, and health.
