If you want to make a Buzz in Egypt COUPLE UP!!!
The French make cake and perfumes. The Italians make pizza and cars. The Greek break plates in wedding, but we… We gossip!!!
If Al-Ahly soccer team beat each and every club in the world people won’t talk about it with the same passion they would if Al-Ahly beat Zamalek or vice versa. We love to gossip and what to gossip about better than couples ?
Sell gossip and you will beat any product in the world. For no one now buys products, they buy an idea a culture or even a subject, and Clorets realized that and applied it perfectly in its latest campaign. Erfa and Na3Na3.
Prior to the campaign Clorets was perceived as the gum you turn to when you feel that your breath smells or when you want to hide you cigarette-breath from your personal trainer at the gym; And although Clorets crowned itself as the everyone’s savior from bad breath and its social repercussions and the brand grabbed a hefty market share of chewers yet still it desired to go further. Smartly Clorets got in touch with its customers and knew that they are craving for a variety of flavors from Clorets so they would actually enjoy the quick process of masking a bad breath that we all fall victim to every now and then.
Any other brand would have bombarded the market with an array of new flavors reaching the wildest areas of mixing and matching; however Clorets held its horses and felt that there is a missing piece to complete the puzzle of success and that was:
If customers in Egypt asked you for what they want give it to them in something they love!!!
So they came up with this concept of impersonalizing the two new flavors as a couple, a male named Na3Na3 (mint) and a hot tempered female named Erfa (cinnamon) and make them debate as couples do about everything that has to do with men and women.
The results were unbelievably successful!!!
- Sales reached EGP 8 million (overachieving target by 52%)
- Facebook fans increased by 228% (246.4K fans- 809.7K fans) from 15th January to 15th April, 2014
- Engagement rate increased by 8% (from 2% average pre-launch to 10% on average post-launch)
- Social mentions reveal that the positive sentiment vs. negative sentiment ratio is 3:0
- Clorets made two opposite point of views agree…on the same piece of gum!