Consisting of radio, print, outdoor billboard and ambient executions, the campaigns are the result of intense focus on the Clorets brand that has already seen the launch of an innovative two-piece pack, and the rebranding of their blister pack range this year.
“Chewing gum is one of the fastest growing confectionery categories worldwide, particularly in developing markets. Our recent work on the Clorets brand has significantly increased consumption in South Africa, but we could still chew more!” explains Alistair Mokoena, Cadbury Marketing Director: Candy & Gum.
The new campaigns aim to encourage more chewing more often, as well as entrench the brand's credentials as the "fresh breath expert". Radio:
The three radio spots give fresh meaning to the concept of a "clean mouth", by showcasing typical examples of conversations filled with foul language - such as one would experience in the traffic, or hear in a rap song - except that the 'dirty' words have been replaced with 'clean' symbols in a 'hash/ampersand/dollar sign/percentage symbol/exclamation mark' clever way! Click here to listen to the ad.
What better way to explain the breath freshening power of Clorets than allowing consumers to experience it for themselves? In order to do this on the printed page a fragranced varnish was infused onto images of typically foul-smelling images of food, such as an onion or a piece of blue cheese, and then invited readers to ‘scratch and sniff'. Instead of the pungent odours they expect, the action releases a fresh, minty Clorets scent. Overleaf is the simple explanation - a pack shot of Clorets, the ‘fresh breath expert'. Outdoor billboard:
Bad breath is a confidence killer, but fresh breath, courtesy of Clorets, allows you to 'breathe easy'. That's the take-out from the simple yet thought-provoking billboard campaign, which spells out the length of a series of situations involving close proximity - from a ride in a lift to a French kiss - and then asks, "How long can you hold your breath?", an irrelevant question if you have Clorets, because with Clorets you can "breathe easy". Ambient:
To demonstrate the fact that Clorets ‘targets' bad breath, the creative team created "shooting gallery targets" out of a variety of everyday consumables that cause bad breath - such as onions, coffee and cigarettes. These boards hang in small supermarkets, at the end of the aisles, appearing exactly like a shooting range, and thus inviting closer inspection.
All of the work was co-created by Cadbury South Africa with creative partner Ogilvy Cape Town.
“The Clorets work is particularly impressive because it all uses the respective media to its fullest advantage, thus drawing consumers into the communication,” says Geoff Whyte, Cadbury Commercial Director Middle East & Africa.
The 'scratch and sniff' print campaign, which was originally produced as an A2 poster and hung inside supermarket stores, has already been recognised by the Creative Circle, in the April Ad of the Month award. It received second place in the Outdoor category.
The ambient campaign, together with the ‘scratch and sniff' print executions, has also been shortlisted for the 2009 Loeries Awards in nine categories.
“Clorets is already growing well ahead of the chewing gum market in South Africa. With this fresh work, we have no doubt that it will continue along the same trajectory,” concludes Mokoena.