Keep It Fresh

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Title

Keep It Fresh

Advertiser:

Perfetti Van Melle Corp.

Year:

2007

Source:

OAAA

Product Category:

Consumer Packaged Goods

OOH Format:

Indoor, Outdoor

Country:

United States

Objective:

Measure effectiveness of OOH only campaign on Mentos’ brand and advertising awareness.

Target Group:

Adults 19-24.

Strategy and Media Used:

The campaign utilized bus wraps, billboards, posters, gas station displays, mall kiosks and street teams. A 4 week, 75 GRP ( approx.) showing appeared in select Metro Counties of the Cincinnati DMA.

Results:

A pre/post Internet study was conducted with respondents aged 18 – 49 who had purchased individual packs of non-chocolate candies, mints or gum in the past 30 days. The Mentos campaign resulted in increases for brand and advertising awareness, which can be attributed to the OOH campaign, as it was the only campaign running at that time. As expected, total brand awareness over the campaign did not change, given Mentos’ high familiarity in the Pre-Wave.

2007