Branded Toast Urges Moms to Feed Kids Danone Dairy Drink
To convince mothers in Brazil that feeding their children Actimel from Danone for breakfast was a healthy choice, the brand created a line of toasters that would cook personalized messages into toast and gave these toasters to influential moms around the country along with a package of Actimel.
To encourage those moms to spread the words on social networks, the brand promised to send additional packages of the product if the moms posted pictures of their specially messaged pieces of toast on Facebook, Twitter and other social networks.
Did the effort work? Danone claims the messaging reached 1.2 million mothers. Here's a video overview of the campaign: