Clorets’ new Cherry Menthol chewing gum achieved a 73% brand recall rate during its consumer engaging Billads sampling campaign, which was organised in restaurants and bistros by Nine Mile Media targeting a potential 1 450 000 consumers over a two month period. 

“Sampling is especially relevant to Clorets’ placement. Billads enabled consumers to engage with the Clorets New Cherry Menthol flavour by being able to see the creative and then immediately taste its freshness after their drink or meal,” says Awie Erasmus, Account Director at Ogilvy Cape Town the agency responsible for the design of the campaign. 

“Billads enabled us to complete the after meal experience. Consumers could eat, drink and have a great time and Clorets would take care of their breath,” confirms Lerina Bierman, Carat South Africa’s Head of Strategy, Cape Town, the media agency responsible for booking the campaign. 

Research conducted by Interact RDT during the campaign saw 115 respondents questioned on-site at 10 restaurant sites around Johannesburg and 45 of them called two weeks later to follow up. 

It indicated that 88% of all respondents noticed the advert in the Billads bill folder, and 89% received a sample, of which 87% had tried it within two weeks.
“An impressive 60% could recall advert specific messages and 23% indicated that the sample created conversation at the table,” says Craig Segal, the Managing Director of Nine Mile Media. 

As a result of the campaign, 58% would consider buying Clorets’ Cherry Menthol chewing gum and 40% had bought it within two weeks. 

“Billads generates a powerful viral effect for brands and their consumers,” says Segal. He explains that 58% of consumers in this campaign said that they would tell their friends or family about Clorets’ Cherry Menthol and an astonishing 78% actually had told friends or family within two weeks. 

Further to this 96% of respondents felt that the promotion had increased their awareness of Clorets’ Cherry Menthol chewing gum two weeks after the campaign. 

“The Clorets’ Billads campaign has been a huge success for us in 2011. The campaign was managed by Nine Mile Media with the utmost professionalism and efficiency, always staying closely aligned to our objectives through constant monitoring, adjustments and feedback. This culminated in a campaign that delivered measurable results! It has been a pleasure to work on,” adds Bierman. 

Now that’s the cherry on top!