Due to the inflationary context in Spain, consumers are faced with the difficulty of choosing brands with significantly higher price indexes compared to the private label, which represents a challenge for Suchard as it tries to bring the magic of Christmas into homes. The strategy focused on making large in-store set-ups to highlight Suchard's presence and differentiate itself from the private label, with the aim of increasing sales and capturing share from the main competitor. Suchard's activation was based on "The Taste of Christmas", appealing to the brand's iconicity in these festivities and seeking to reinforce the emotional connection with traditions. The implementation of the Suchard cabin in stores resulted in an average increase of 15% in incremental volume and 27% in incremental value compared to the previous year, positioning this campaign as the most successful in the brand's history. This allowed us to gain share against private label and as a result made us realize once again the importance of point-of-sale materials.

Entrant Company: MONDELEZ INTERNATIONAL (SPAIN)
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Client Company: MONDELEZ INTERNATIONAL (SPAIN)