PEPPERMINT FIELD: WOMEN, THE BIGGEST MYSTERY IN THE UNIVERSE

Short List
TitlePEPPERMINT FIELD: WOMEN, THE BIGGEST MYSTERY IN THE UNIVERSE
BrandBERTRAM CHEMICAL (1982) CO.
Product / ServicePEPPERMINT FIELD
CategoryA03. Online: Fiction & Non-Fiction
EntrantADAPTER DIGITAL Bangkok, THAILAND
Idea Creation ADAPTER DIGITAL Bangkok, THAILAND
Media ADAPTER DIGITAL Bangkok, THAILAND
Production SUNETA HOUSE Bangkok, THAILAND

Credits

Name Company Position
SANTHANA THANASILPISAN Adapter Digital Company Limited Chief Creative Officer
JIRAYU ARDSAMANG Adapter Digital Company Limited Creative Director
NARIT KONGPRASERT Adapter Digital Company Limited Copywriter
PATCHARA SUWAPANONTH Adapter Digital Company Limited Art Director
VIKANDA PIROM Adapter Digital Company Limited Project Manager
DAOTIP SUDHISANRONAKORN Adapter Digital Company Limited Agency Producer
PHICHAYAPORN CHAIYAPUCKSAYANON Adapter Digital Company Limited Account Manager
PIYAWAT RATTANAKHACHITWONG Adapter Digital Company Limited Planning Director
ISREYA LIANGKOBKIT Adapter Digital Company Limited Planning Manager
TEERAPOL SUNETA Suneta House, Bangkok Director
VIKRAN KANJANANON Suneta House, Bangkok Cinematographer
KINGKAEW SOONTORNCHAREONONT Suneta House, Bangkok Film Producer
SIRISAK SAEUNG Suneta House, Bangkok Prop Master

The Campaign

Our creative idea was "The Mood Transformation Hero". Portraying how Peppermint's Nasal inhaler can help get our young targets out of a sticky situation that every single one of our target's can connect with... a woman's mood swing.

Creative Execution

We released a short film that uses a woman’s insight, portraying their mood as unpredictable. Her man has to find a way to handle it. The story starts with a couple having a romantic dinner that turns into an apocalyptic event when the woman surprises her boyfriend with a question. She asks him what is different about her today. The answers he gives put her in a bad mood, which is compared to an elevator going down. The film keeps everyone guessing what’s going to happen next. The boyfriend has to desperately find a way out. In a totally unpredictable act, he whips up a Peppermint Field nasal inhaler and lets her have it, cooling her mood and saving the day. The short film was released on our Facebook fanpage. It was so popular, it was picked up and shared by media channels and consumers nationwide.

1.2M views within 24 hours and 5M views within one week. Over 100,000 social media shares. Caught the attention of consumers, publishers, and celebrities, yielding earned media value of up to 800,000 USD. Over 300% increase in Young Fans (18-29 Years Old) to the brand page within campaign period. Gained positive feedback for this brilliant idea that truly appeals to and interests people, igniting purchase intentions. Sales growth of 20% during the campaign.

This is a case that captures a situation that all young people are familiar with, the ire of a woman, and how our Nasal Inhaler, with it's mood changing aroma, helps overcome this situation in a fun and entertaining way in order to, for the first time ever, successfully change their perception about Peppermint Field being a brand for old and sick people.

Our digital solution is to avert their attention from the stereotype, from feeling self-conscious about appearing old or ill to feeling better from using it. We want them to feel like it’s an item they need to have handy all the time and not feel embarrassed by using one. Our target's leads busy lives, and are often faced with situations throughout their day (school, work, personal life) that brings their mood down. The key component of Peppermint Field nasal inhaler is its aroma, which can uplift your mood, and make you feel fresh...just what our fickle target needs. We positioned our inhaler as our target's everyday hero with “The Mood Transformation Hero: the inhaler lifts your mood and puts you in a good temperament.”

Links

Social Media URL