Lion was the sponsor of several basketball tournaments, and research showed a growth in obesity. So Nestle wanted a promotion that would link confectionery with sport. Sales rose by 4.1% and the volume per month of the 3 month campaign rose by 54%. The concept had been successfully matched with the target audience and even led to requests to purchase the LION streetball. In turn, the ball manufacturer Spalding was extremely satisfied with the exposure of their brand. With an investment of 45,000 Euro Nestle LION streetball was a fully integrated brand activation success.
Agency: Punta Linea Communications, Belgium.