The successful re-launch of the Carrefour Kids brand range across four different categories.
Building a brand new Global Carrefour Kids brand for parents of children aged 3 to 10, replacing the previous franchise.
To create a communication campaign for engaging the 2 targets of the brand: mums and kids.
To develop an integrated online-offline strategy, appealing to both targets through relevant and engaging content across the whole spectrum of touch points.
Creative story concept is based on the new Carrefour Monster Characters created by Osborne Pike, the brand designers for Carrefour Kids. They embody the fun and playful nature of the brand as well as explaining the product benefits:
"Molli, Serge, Malc, Jerry and the 12 other monsters are on a mission to produce great tasting, wholesome products especially for kids. They have arrived in Carrefour from a very small and as yet undiscovered planet full of delicious things to eat".
Carrefour assures mothers a price point to make the products affordable.. with a completely renewed image and improved recipes, creating great reasons to try the products again.
"Petit prix, plaisir monstre."
Worldwide implementation is articulated througth an interactive brand book and toolkit providing creativity, art-work, and guidelines for launching across every touch point media:
Press: Graphic pieces
Outdoor: Graphic piece
In store point of sale: 3 D retail materials
CRM communication: e-mailing
Smartphones: Augmented reality via QR codes printed in flyers.
Internet: web platform
Online and offline: Word of mouth stories
PROFESSIONAL PROFILES INVOLVED
Project Managers, Brand Consultants, Content Strategy consultants, Creatives, Graphic and industrial designers, Copywritters, Programmers, Application developers.