To increase brand meaning. People loved our individual products, but they didn’t know what the Ice Breakers brand stood for.
The mint and gum category had established a conventional formula: pop the mint, get the girl. They were trying to sell confidence. But in consumer research, we learned our user already has confidence. How do you talk to a confident consumer? Prove that confidence without action is meaningless. We communicated that Ice Breakers’ invigorating cooling crystals are the icy boost you need to transform confidence into action. Our goal was to move Icebreakers FROM: A Cause & Effect Brand TO: A Shared Spirit Brand through TV, Social and Digital.
Ice Breakers measures meaning through MillwardBrown’s Brand Power Index (Salience + Difference + Meaning). In launching this campaign, the brand saw consistent wave-over-wave increases in this measure throughout the year. This had a direct effect on franchise’s bottom line through retail and gross sales with a sizeable increase from 2015-2016.