The Celtunis
Leche Celta
We invented 'Los Celtunis', a family comprised of six 'blank' characters just waiting to be coloured in with felt tip pens, paints, coloured pencils or crayons by kids. They represented nothing in particular, making it possible for children to use their imagination to transform them into animals, monsters or wherever their fantasies took them.
Campaign Summary
TV Spot
Web
Direct Marketing
Brief
As in previous years, Leche Celta set itself a dual objective for its annual campaign in 2010, in both business and brand image terms.
- Maximize impact and awareness, generate product trial and loyalty through a conventional promotional mechanic (guaranteed free gift for collecting 24 bar codes plus postage and packing costs)
- Consolidate and strengthen Leche Celta's positioning amongst the family target by building a communication platform which is skewed towards engaging both the children's and the adult target on a more emotional plane.