Frisk In an impulse category dominated by long-time players and aggressive new brands like Altoids, the challenge was to quickly build awareness among the brand's core audience of young people. There was no need to explain the benefits of breath mints, Bensimon simply needed to differentiate the Frisk brand in a way that they'd remember. The proposition came directly from the product - they're wickedly strong little mints. Brand awareness has grown every month since the campaign launched, sales have increased accordingly, and the client has begun testing the campaign for use in other worldwide markets.
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