Malaco: MYK MENTHOL EFFECT

Credits & Description:

Is it possible for a small brand in a mature market to increase sales through advertising alone? By combining advertising planning and media planning, this pastille case challenges traditional ways of thinking. It demonstrates how insight in consumers in relation to a brand is important - but not enough to ensure success. Advertising can deliver a great return of investment even in a mature market, but probably not in media planning is based on pure demographics - which is usually the case in the Norwegian market.
Title "Myk Menthol Effect"
Agency Schjelderup-Lund, Bendixen & Partners
City Oslo
Advertiser Malaco
Brand Name Myk Menthol
Product Name Confectionary
Business Sector Candies
Market Norway
Country of Production Norway
Language Norwegian
Type Television
Length 15 seconds
Original Tagline Ett tygg og du er hekta.