Lacta: The Sweetest Part of Your Facebook

Lacta is the leading chocolate brand in Greece; the brand has been around there since the 70’s and, in a down market for chocolate, they have managed to keep their numbers in the green and grow their sales with creative marketing campaigns.

In 2009, they created the campaign that took Greece by storm: the Lacta “love in action” campaign asked people to submit their love stories to be made into a movie and, using crowd-sourcing, the people had a say in everything that was in the movie and the campaign which was developed by OgilvyOne Athens and was a huge success.

Now, Lacta and OgilvyOne Athens are back again with another great campaign which became viral and developed in a internet meme in Greece.

What is it about?

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Nestlé Crunch: Changing the Recipe with YouTube, Facebook, and Olympic Stars

Anger. Denial. Disappointment.

Those are some of the feelings people see and display when something we love is changed. How would you feel if your mother is suddenly changing your grandmother’s 100 year-old recipe that tastes just perfect as it is?

When “New Coke” was introduced in 1985, those three feelings that Coke fans felt caused a huge backlash. A flock of angry and disappointed letters were sent to the company, and according to Thomas Oliver, the author of “The Real Coke, The Real Story“, a psychiatrist that Coke hired to figure out the problem told the company that the people behind these letters and calls sounded as if they were discussing the death of a family member.

The New Coke story was the first thing that crossed my mind when I read about Nestle’s adjustment to “improve” their 73-year-old recipe. Except that it’s 2010, and the internet, and social media in particular, are here to save the day. Nestle are making good use of the fact that they can make their consumers share the excitement about this new recipe, rather than wait for a backlash.

Crunch Challenge on Facebook

Crunch Challenge on Facebook

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