Challenge
In 2012 Continental launched Sensations, a new range of gourmet soups into the Australian market. Aiming to become the snack of choice for working women, the key challenge was convincing them to swap their chocolate and chips for a hot cup of soup.
Response
Tapping into the "50 shades of Grey" phenomenon, we developed a campaign that amplified the saucy conversations already happening around office water coolers. We encouraged women to ‘break up' with their existing office snacks and start an office romance with Antonio - the brand's lovable animated Italian mascot. The integrated campaign gave women the chance to be romanced by Antonio in his secret office or potentially theirs.
Result
Sensations spread to office workers across Australia reaching over 2 million people. Almost 38,000 samples were distributed to offices across Australia. Visitors to Antonio's Secret office located in the Sydney CBD received over 9,000 samples to share with their office colleagues. And Antonio even managed to hand deliver 1,700 samples to some lucky ladies.
