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Fresh breath and appearances are what matter to consumers visiting restaurants, nightclubs and pubs. To maximise its positioning, Stimorol teamed up with The Letter Corporation's Nightlife holding to communicate the importance of fresh breath in close environments.

Cadbury South Africa (Pty) Ltd sought out a tactical campaign to promote the salient properties of its Stimorol chewing gum. TLC was able to offer them non-traditional advertising that would create the desired impact. Ogilvy Cape Town was the agency behind the excellent creative executions and the catchy pay off lines 'What happens behind closed doors, stays behind closed doors' and 'Taste Adams Apple' promoting the new apple flavoured version.

A third execution purposefully printed in tiny font size states 'If you can smell your breath when you're this close, so can he'.

"The campaign is young, funky and gets the message across first time," says Group MD for Primedia Unlimited, Andrew Kramer. "Anyone visiting a washroom and seeing the Stimorol campaign will immediately be more aware of physical interaction when they next venture out into a social environment. The TLC medium and the message are a perfect fit."

Nota Bene, the agency responsible for the campaign strategy, placed Stimorol in male and female washrooms at selected Nightlife venues across the country for a period of six months.