2015 Winners & Shortlists

Creative Execution

We had 2 unrelated flavors embed together in 1 gum, which lead us to personify each, 2 unrelated to each others that are totally opposite, Mint, the cool prankster, and Cinnamon the hot blooded and active character, the conflict between both was already created on TVC, leading to digital to participate and engage with both characters, fans started taking sides and even changing their profile pictures to Mint, and Cinnamon

Our fan based increased on social media, reaching over 1 million fans. We created a common base with our consumers, which is engagement. People were excessively participating in competitions, comments, and feedback.

Clorets was considered for a long time the brand that lacks innovation, no new flavors and same packaging look for a very long time, accordingly launching a new weird flavor was the best way to engage with the consumers. Target audience of gum is wide in Egypt but the core target for Clorets in Egypt are AB classes ranging between 18-25. Their relation with Clorets is so functional, they use it to maintain their good breath to make them face the important moments in their life with confidence.