MYK Menthol: How advertising achieved great goals in a mature market

Small budget Norwegian campaign for an established brand of chewable pastilles in a mature market. Objective: to reposition as a sweet (differentiate from its main competitor). Campaign was aimed at heavy users of the brand. Short TV ads with message 'one chew and you're hooked'. Sales increased in the short-term by 39% and 22% in the long term. This justified adspend