Caroli is the most popular brand in the portfolio of Caroli Foods Group, the leader of the Romanian sausage market, both in value and volume. Caroli wants to innovate continuously, which is why she launched a special label in February 2017, called Carolimetrul Termic.
The label, initially present only on Semenic Salami, notifies consumers when they need to refrigerate the product. The system is simple: if the label is green, it means that the salami has a safe temperature, but if it turns yellow, the product should be quickly put in the refrigerator, so as not to have altered qualities.
The label comes especially to help those who keep products out of the fridge for too long, and our main goal was to communicate through a blog campaign both the novelty of the label and its explanation.
Our idea was to simulate the Thermal Carolimeter on blogs. Basically, I made a special banner, which was displayed on the blogs involved in the campaign. The banner was green when readers accessed the articles about Carolimeter and turned yellow when they scrolled the page of the article or waited 30 seconds without any activity. Thus, we accustomed consumers to the two colors of the label and their uses. The banner looked something like this:
Following the campaign, the hashtag #mancarecunotificare (which accompanied the entire online campaign) was used on social media 320 times, and the campaign was promoted on blogs through 170 articles. Thus, the information about the Thermal Carolimeter reached over 600,000 people.