Communication tools

Philibon Melons packaged by designer Hilton Mac Connico.

The goal was to:

• revitalise communication on Philibon melons, asserting the product's high-end positioning,
• introduce a new communication slant, aimed at:
  • creating awareness among new journalists,
  • harmonising communication between press relations and retail outlets promotions ("Treat Your Friends to a Taste of the Caribbean").

Sopexa's solution

Sopexa called on designer Hilton Mac Connico to create a bespoke Caribbean-style bag. Which, as it happened, turned out to be an enticement to travel in itself! These limited-edition bags were distributed to all greengrocers taking part in this operation to boost Philibon melon sales in and around Paris.

The results

This was a totally innovative campaign for the fruit and vegetable market.

• French magazines like Figaro Madame and Zurb@n ran favourable coverage on this initiative.
• Retailers carrying Philibon melons were enthusiastic about the bags for their ability - together with Philibon's other point-of-sale advertising - to enhance business at their outlets.
• Initially, 150 greengrocers in and around Paris took part in this operation. Then, an extra 2,000 bags were produced for Hédiard delicatessen or gourmet stores, and the concept was extended to other French regions.