The Brief

To communicate that Dentyne Stick is now available for 5 baht. Dentyne Stick was launched in January 2011 to compete with wrigley's double mint at the price point of 5 baht. The key target market was the traditional trade outlets followed by a launch in February at 5511 branches of 7-11.

Describe how the promotion developed from concept to implementation

It would be easy to simply show "5 baht" but this is done very commonly in Thailand. Instead, we played on the usual sales girls who land out free sticks of Gum and used them in the commercial to get across our messsage. The message was deliberately kept fun and simple.

Describe the success of the promotion with both client and consumer including some quantifiable results

TV airing was 9 January - 6 May with 623.05 GRPS. The brand health check in June 2012 showed linkage and brand recognition was above the norms. The ad was seen as unique and informative with a spontaneous recall of 78% for the 5 baht message current market share has grown 4.5% YTD with this being the only promotional activity.

Explain why the method of promotion was most relevant to the product or service

For our target, television was the key medium support by on-counter point of sale.