After getting to the concept of using mint instead of typical promotion tools, it was all about finding the right places to start the promotion. It had to be an urban area. Places where our young target group naturally like hanging out during their leisure time – big, public and highly frequented places. In addition to that, we had to find places where the mint would stand out even more. For this very reason we decided to do some guerilla gardening at bus stops and traffic islands.

Approximately 700,000 Direct and 2 million online contacts created a rush on retail shops, leading to an overall increase of 11% in sales.