Case Study

#2 Bang-on target

Challenge

Everyone fondly remembers those tiny mints that rattle in your pocket, but when was the last time you bought a pack? As a result, UK sales of the mint declined, as today’s youth opted for stronger, fruitier flavours.

Solution

For excitement, we recommended launching an apple flavour that we knew under 24s liked … but the question was how?

From research, we learned that refreshment was the sweet’s main appeal, but we still had to find a creative way of grabbing young people’s attention.

To inspire the creatives, we shared home-made YouTube films featuring crazy product demonstrations. The agency loved them and went on to create three short films that brought to life the big apple-flavoured ‘hit’ in a fun, authentic way for Generation Z.

A first for the brand, we recommended launching Apple on Facebook and Twitter only, to target social media’s young audiences. The savings from not using TV or street posters were then channeled into a fun Apple promotion that kept interest levels up for our target after the initial launch period.

Result

Tracking showed that Apple was an instant success with under 24s and Nielsen sales of the new flavour beat estimates. Within a few months, the famous brand was back in growth.