Danone – Danone’s La Tournée Danimals XL
Astral Mix was hired to promote and organize the Danimals XL tour for Danone. The contest “La Tournée XL” was designed to launch Danimals products with young people ages 7 to 12. Astral Mix was responsible for ensuring the success of the event while standardizing the message to provide exceptional visibility.
Using a synergistic mix of television and Internet, Astral Mix created strong cohesion between the different media platforms. In addition to the tour and the microsite designed specifically for the contest, the campaign’s greatest strength relied on using the spokesperson to address the target group. He made the product “cool” with young people.