post-trial purchase intent
year-on-year sales growth
A Breath of Fresh Air
Drive trial and awareness amongst younger ABC1 consumers to convince them to switch deodorants to Mitchum, supporting the nationwide above-the-line campaign.
Use age, gender and education profiling to identify offices with 60% + share of 18 – 34-year-old ABC1 consumers, working within a 5-minute walk of a Mitchum stockist. Travel sized mini cans used, allowing recipients to try the product multiple times before deciding whether to purchase Mitchum
Smells like, Victory
270,000 samples delivered
77% post-trial purchase intent
Double digit year-on-year sales growth
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