Myk Menthol: How advertising achieved great goals in a mature market

Morten Micalsen

Small budget campaign in Norway for an established brand of chewable pastilles in a mature market. Objective: reposition as a sweet (unlike main competition).
Agency:Author: Morten Micalsen

Myk Menthol

Agency:SLB & Partners
Author:Morten Micalsen

MANAGEMENT SUMMARY

This case is the story of how a small pastille brand achieved great goals with very limited resources. The agency's starting point was an established brand in a mature market, unsurprisingly, this leaves poor prospects for an increase in sales. Many markets and brands face similar conditions, and advertising is often put down as an investment. This case proves that advertising could be a good investment returning a good profit even in these markets given the circumstances for the brand.

The brand, MYK...

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