With a cover of the classic Greek song "What is this thing called love?" first sung by Sophia Loren in the 1950s at its core, Lacta released its first TV campaign that went beyond romance, examining the universal feeling of love.
A limited web series titled "Short Stories of Great Love" further explored those themes in three touching 15-minute episodes.
- A teenage boy who adores his single mom is being bullied at school after being overheard telling her that he loves her.
- A girl searching for her next hook-up on Tinder falls in love with someone she would never give a second glance after an accidental swipe right.
- And two best friends dreaming of studying together at a faraway university break apart when only one of them gets accepted.
At first, the episodes could only be unlocked by entering a code found inside every Lacta pack at www.lactastories.gr. Viewers could then dedicate the episode to someone they love by hiding a personalized note that played during the end credits.
When the series was widely released online, it became a big hit, with all three episodes entering the top-trending videos on YouTube while broadening the 24 to the 44-year-old engaged audience by 17,3% and amassing more than 2.5M views in a country of 7M users.
