Cannes Lions

POLO MINT SWEETS

JWT, London / NESTLE / 2010

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Overview

Entries

Credits

Overview

Execution

We had a small window of opportunity to take advantage of the fresh, white blanket of snow that had covered in UK.We needed to act fast with a simple, fresh and effective idea, a tactical idea that used the heavy snowfall to illustrate the white, fresh nature of the mint.So we produced a tactical ambient idea for the brand, a 'Polo snow stamp'.When stamped in thick, fresh snow it left a near perfect replica of the iconic fresh, white mint.

Outcome

The purpose of this idea was to create a buzz around an old, iconic brand, to freshen up the perception of Polo mints in today's society.The communication reinforced the 'fresh' association with the brand and gave passers-by a smile as they made their way through the thick, fresh snow.We wanted people to talk about Polo mints, the communication provoked an online reaction with many passers-by photographing the snow Polo's and circulating them the blogs and social media sites.One passer-by said she 'couldn't believe her eyes' when she walked passed a large Polo mint stamped in the snow.

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