Certs Minis campaign

N Fenwick, M Robitaille, B Pulford, C Priestley, P Cresswell and N Williamson

Certs Minis was a new extension to the Certs line of portable breath fresheners, launched 1992. Highly competitive marketing environment described.
Agency: Backler Spielvogel Bates Canada IncAuthors: N Fenwick, M Robitaille, B Pulford, C Priestley, P Cresswell and N Williamson

Certs Minis Campaign

INTRODUCTION

When there is nothing dramatic in the product itself to motivate, stimulate or convince, it's up to the advertising to turn a little bit of news into a big event. It's not so much what you say, but how you say it.

Effective advertising shines when it discovers a new way to promote a familiar product. In the case of Certs Minis, they were not dealing with any kind of a major product breakthrough....

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