Certificate of Excellence ; Prevail in Confectionery: Eclipse Mints ; The Wrigley Company (HK)
FAIL-SAFE, POWERFUL breath fresheners are selling fast and steadily as educated middle- to upper-level income earners in the 18-to-49 year age group become increasingly conscious of the impression they make in their social and professional worlds.
Eager to get a bigger bite of the popular 'pressed mint' market segment was chewing gum manufacturer Wrigley. A little more than a year ago, that particular sector was dominated by rival Tic Tac.
Wrigley decided to swing into action with a hard-sell but seductive advertising campaign for its Eclipse Mints. It went eye-catchingly metallic in the packaging and raised the price to HK$13.5 per tin of 50 mints, thus stamping a premium image on the product.
Distribution channels were extended to newspaper stands in key spots in town, such as Central, along with the usual supermarket, health and beauty and convenience store outlets, where they shared shelf space with rivals such as Tic Tac, Frisk and Smint. Wrigley also booked space at checkout counters to catch the eye of impulse buyers, and used magnetic strips and plastic hanging strips to display products.
A print ad campaign offering a HK$5 redemption for a tin was rolled out in May last year at leading outlets.