2015 Winners & Shortlists

Results and Effectiveness

In less than 6 month post launch, Clorets Cinnamint was able to exceed their objectives and KPI’s: • More than 156% of the target was achieved on sales level with a specific value share of 3.3% of Cinamint driving the total Value share of Clorets from 19% to 20.9% in less than 6 month • A total of18k fans recruited during application period • Number of people talking about the page peaked during app period to 20,300 users with 1.59% page ER vs. 0.19% industry average • Outstanding app engagement with 330 User submissions, 2,900 Application visitors & 2,930 Votes

Creative Execution

We wanted to inject character into the Clorets brand so we literally created 2 characters that would embody key local characteristics of Clorets’ young male and female audiences and disguised them as ingredients from Clorets’ new Cinnamint variant – cinnamon and mint. Young expressive couples are always online, so naturally we began the conversation on Facebook through an interactive app that invited the youth to express themselves through the 2 characters by sparking fun banter between cinnamon (female) and mint (male). Very easily, users could access the application and create their own comedic “couple” dialogue using real life experiences or exaggerated ideal aspirations from either a male perspective or a female perspective. !

Insights, Strategy and the Idea

The gum market in Lebanon has closely reached saturation, with Mondelez International leading the market. Clorets has anchored itself as the optimal “breath freshener” in the market by focusing on its functional benefit of “Fresh Breath every day, everywhere”. “Fresh breath” is great, many toothpastes communicate the same benefits but it doesn’t really make people want to chew more, it doesn’t make people smile and most importantly it doesn’t spark conversations in social circles.