Cannes Lions

Say It with Stimorol

OGILVY, Paris / MONDELEZ INTERNATIONAL / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Film
Case Film

Overview

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Credits

Overview

Description

Every day, we seek to engage with people, friends, family, workmates, even strangers. But sometimes, the confidence is not there, we just don’t know how to start the conversation. This is where Stimorol came in, to help you break the ice. The heart of our creative approach was to hack the pack with a simple truth in mind: it’s easier to say something with a gum, and say what you really want to say with Stimorol. We thought about all the things people are willing to say but sometimes struggle to tell. We put the most universal ones on our pack to make it relevant and engaging. We created a TV tag to announce the limited edition, and launched two films to show consumers the endless possibilities of using these packs in their everyday life. Gifs were also created to help the community nail the first move on social networks.

Execution

The communication campaign and Stimorol packs limited edition were launched in seven markets (Denmark, Switzerland, Benelux, Norway, Sweden) since early April until end of July 2017: TV Tag, viral films, KV and pack design. The markets’ points of buying are being filled with limited edition packs for three months, at the same time as the market communication campaign kick-off. The 1st market to launch the campaign was Switzerland, selling the packs in store and airing the films since April 3rd.

Outcome

Being live in Switzerland for less than a month hasn’t enabled us to collect a lot of data. So far, we already have more than 400K views for Morning After, 230K views for Romeo & Juliet on YouTube, which is a promising start.

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