With competition in the gum and mint category getting tougher by the day, Hershey needed to break through the clutter and crush its competition with the launch of a new product, Icebreakers Deep Freeze. The newest edition to the Icebreakers family still invigorates with the minty flavor crystals that the brand is loved for, but now the icy cool sensation lasts longer, even outlasting the mint itself.
To help support the launch, our No Quit in this Mint campaign plans to ensure consumers feel the need to experience this long-lasting cool when the product launches, first at Walmart and then through drug and convenience channels. We’ll kick off the launch with a party on the Winter Solstice, the longest night of the year, to showcase the longest lasting mint. Digitally, we’ll target shoppers via dating apps, for those needing confidence to get close all night long. Through AR at POS, shoppers will be able to break the ice to unlock offers to help drive trial.
