Cannes Lions
JUNG von MATT GERMANY, Hamburg / RICOLA / 2006
Overview
Entries
Credits
Execution
We were able to demonstrate the Ricola Mini message (with a magnifying glass) especially well at bus stops, because a real magnifying glass dramatically magnified the product on the pane of glass at the other end.
This promotion, which complemented the above-the-line poster campaign where a person uses a magnifying glass on a sweet in their mouth, could only have worked so well with this medium.
Outcome
This unusual promotion generated lots of interest in the new product from potential buyers and led to a high number of impulse buys.