Events > General Mills - Fiber 1

General Mills - Fiber 1

Challenge

To design, build and support a ten-week Canadian cross-country tour to entice 1,000,000 consumers to taste General Mills new product, Fibre 1. The challenge was to build a mobile brand experience to fit within a 400 square foot mall environment. A design requirement was to include an electronic participant counter which would be featured live infield and online, to showcase to consumers the number of Canadians that were becoming Fibre 1 Believers!

Creative Solution

The Alphaform Group designed and fabricated an open and exciting hands-on interactive environment that attracted visitors from multiple access points. Bright yellows, balanced with a blues and reds created a powerful instant brand recognition. Brand representatives encouraged consumers to participate in a tasting and educational experience by giving out product samples and engaging them with interactive touch screen technology kiosks. Hosted by a Fibre 1 personality, young and old lined up to participate by pulling a working lever wired to the plasma “ticker,” and added individually to the total number of Fibre1 Believers.

Success

Continual line-ups, delicious tasting samples, and cool give-aways turned thousands of prospective consumers into Fibre 1 Believers. This experiential effort contributed to the increase in overall sales in the “grain, fruit and savory snacks” category, a major category in General Mills Canadian market.

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