Lacta - From the start
During a tough market recession in Greece, chocolate consumption was dropping and competition was fierce. To make a breakthrough, Lacta chocolate wanted to remind consumers of its sweet taste, by comparing it to the sweetness of falling in love.
"From the start" is a 5-part web-series, that tells the story of a man who doesn't believe in love, falling for the girl he sees in a dream, he has each time he eats a piece of Lacta chocolate.
The film's release on Valentine's Day made Lacta's YouTube channel the most popular in Greece and helped Lacta chocolate reach its biggest market share in the last 3 years.
The web series had 2 million viewers in a country of 5 million Internet users. Lacta's YouTube channel became number 1 in Greece, with the biggest number of views & the most subscribers in the country.
Results and Impact
Gold Lion - Cannes Lions 2017
Silver Lion - Cannes Lions 2017
6 Ermis Awards 2017
Gold Effie Hellas Award, 2018
Bronze Euro Effie, 2019
The story not only captivated audiences but managed to have everyone talking about the effect eating a Lacta chocolate has. And the buzz around Lacta's magical taste did wonders for its sales as well, growing them by 14% vs the year before.
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