Plenty of people know what their “idea” daily calorie intake is. Thank WeightWatchers for that. But what about calcium? Most likely not. Luckily, dairy producer Campina is concerned about the serious lack of calcium in our diets and the problems it can cause in later life. They therefore launched a whole new product that was destined to change everything: a single shot of calcium, enough to meet your daily requirements, appropriately named Calcifort. The challenge? To get people to care about calcium when they have no clue what it’s all about. Which is why, alongside the more conventional launch campaign, we introduced the calcium meter. This online and offline tool allows consumers to calculate their daily calcium intake and compare it to their recommended daily intake. The tool has already reached tens of thousands of concerned consumers. Certainly a good start but we still have a way to go. I sure hope Campina will make the difference.


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