Brief

Halls,the long-selling menthol candy was experiencing a gradually aging target. Our challenge was to develop a promotion that would break down the guard of a youthful target segment and encourage them to try HALLS.

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Solution

Effective use of "Aaaan"

Photo

We used the evocative “Aaaan”
(the kindly of affection in which a girl pops food into a guy’s
mouth) as the hook to our promotion.
Two measures were combined to trigger trial purchase.

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1. Virtual "Aaaan" app HALLS feeder

Precess 1. Choose your flavor 2. Feeding time

We distributed a wonder app,free of chage, with pin-up models delivering a virtual “Aaaan”.

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2. Real-life "Aaaan" product sampling events

Photo of event

We mounted “Aaaan” product sampling events conducted by real-life
pin-up girls.

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Result

Halls sale increased to 131% compared to the previous year

20,000 + downloads of “Aaaan” app (5x initial projections) HALLS sales dramatically increased to approx 131% (compared to the previous year).