Following the success of the Clorets' new Cherry Menthol chewing gum Billads sampling campaign, Clorets has decided to run another exciting Billads burst in November and December 2011.
The recent launch campaign of Clorets Cherry Menthol which targeted over 1,450,000 consumers in restaurants and bistros over a two month period achieved a 73% brand recall rate*.
The new creative is set to create even further interest in Clorets "The Fresh Breath Expert" and its potent new Cherry Menthol flavour.
Three brilliant creative executions, all resembling hand-written thank you letters from the waiter, have been designed by Ogilvy Cape Town. One of the following three messages will greet consumers when they open the Billads bill folder to pay their bill.
"Hey, thanks for coming! Hope you enjoyed your meal? Here, enjoy some Cherry Menthol too! Your hair smells nice btw... What shampoo do you use? PS: You look great as my camera wall paper!"
"Hey! Come again soon! I left you some Cherry Menthol, just 'cos... you know... I mean, we give them away all the time. It's not like we ran out of stock and I ran out and got some more especially for you or anything (but I'd do anything for you). Anyway, well, see you soon."
"Hey, you were an awesome patron! You were sooo sweet! (Awww). I left some Cherry Menthol esp for you. Was so much fun serving you... You seemed to have a nice personality, and great fashion sense for that matter. Your hair smells great too... PS: I kept your napkin!"
Launching on 1 November 2011 in some of the Billad's Primi Piatti venues across the country, Cloret's second Billads campaign is set to get mouths talking and breath freshened by Clorets Cherry Menthol as the festive season approaches.
The campaign was conceptualised by Ogilvy Cape Town's Katie Mylrea (Art Director), Craig Ross (Copywriter) and Jamie Mietz (Creative Group Head). "Billads enabled us to complete the after meal experience. Consumers can indulge in their favourite pungent foods and have a great time knowing that Clorets ensures fresh breath after their meal," confirms Lerina Bierman, Carat South Africa's Head of Strategy, Cape Town.
"The humorous creative execution is sure to spark some laughter with consumers. It fits brilliantly with the Billads ambient media platform," says Craig Segal, Managing Director of Nine Mile Media. "This campaign is set to get people talking, laughing and remembering the fresh Clorets Cherry Menthol flavour!"
For more information, contact Nine Mile Media at 0861 64 63 64 or email .
*Research was run by Interact RDT and further research results are available on request.
BILLADS DNA Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the bill folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month through a network of 600 restaurants, coffee shops and hotels nationwide. Campaigns can be amplified by means of social and digital media, and table talkers, window and mirror decals, promotions and competitions on-site. Site exclusivity for a brand is standard. To activate your brand with Billads today, call Nine Mile Media on 0861 64 63 64 or email .
