Clight was the first brand in the market that pioneered the concept of sugar-free powdered drinks. Since its launch, Clight has positioned itself as a product with true fruit flavor. The product covers two categories: regular Clight with 13 flavors, and Clight Stevia with 3 flavors. In 2007, the brand positioned itself as the leader on the diet powder beverage category in Argentina.

To impact users, they used the exclusive segmentation offered by Twitter, reaching women between 18 and 49 years of age who share the same interest: traveling.

The campaign had two audience segments:

• The first one based on the campaign on Twitter and on TV in order to amplify the PNTs run in two local TV Shows: ShowMatch and Las Estrellas. In the latter, the impact of brand awareness was superior due to the good match between the brand’s target audience and the fiction audience.
• In Addition, they created a segmentation based on travel in general with the objective of redirecting Twitter users to the registration page of the promotion.

The contest was to visit the Clight website, fill the form with the requested contact info and enter all the alphanumeric digits of the lot after the letter L that were in the bottom to participate for a trip.