Cannes Lions

MINI HERB CANDIES

JUNG von MATT GERMANY, Hamburg / RICOLA / 2006

Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

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.