| Title | 0 Calorie |
| Agency |
BBDO Russia Group
|
| Campaign |
Cinnabon
|
| Advertiser |
Cinnabon, Inc.
|
| Brand |
Cinnabon
|
| Date of First Broadcast/Publication |
2012 / 5
|
| Business Sector | Food
|
| Story | Cinnabon wanted to promote their world famous cinnamon rolls. But in a world full of diets and health fads, we found people were afraid of eating such products. We needed to get them to enjoy our range without fear of getting fat. So we launched a brand new product, without actually creating one. Introducing the 0 Calorie Cinnabon Rolls. It’s exactly the same as the rest of our products, but minus the calories. How? We let our customers burn the calories off right before enjoying our rolls. |
| Result | As a result, the brands popularity in Russia has increased.We had a considerable PR effect with approx 1/4 million daily visitors to the shopping malls. We increased brand awareness by 43%. Traffic in our stores grew by 7% during the events. And people have changed their outlook on our product so much that sales are up and franchise ownership is increasing.Millions of calories were burned, while Cinnabon saved millions of dollars on designing a real low calorie roll. All without changing our product or one single ingredient from its famous recipe. |
| Media Type |
Media Tours
|
| Executive Creative Director |
igo lutz
|
| Production |
Olga Eldyreva
|
| Head of Production |
Svetlana Penkova
|
| Direction |
Irina Tederson
|
| Direction |
Victor Shimanovsky
|
| Production |
Ambitiсa
|
| Production |
Berezovskaya Ekaterina
|
| Direction |
Ivanova Darya
|
| Agency Contribution |
BBDO Fuse
|
| Copywriter |
Andrey Yarinich
|
| Art Director |
Raluca Stroe
|
| Creative Director |
Adrian Ely
|
