Fast-Acting Breath Mint Makes Its Pitch Just as Quickly

Published on .

Brand: OneSecond
Brand Owner: OneSecond
Category: Confectionery/Snacks
Region: Belgium
Date: May to June 2005
Media Agency: Initiative
Other agency: Duval Guillaume
Media owner: VTM, RTL and Jim TV
Media channel: TV

Today’s world is a fast, frantic place. It’s an environment where no one wants to wait for problems to be solved. Belgium’s OneSecond applied this insight to the particular issues of breath freshener and

To sell its OneSecond oral menthol gel, the company used one-second TV ads.
came up with a menthol gel that works within, you guessed it, one second, coating the palate for 20 to 30 minutes. It works faster because there’s no need to chew or suck as with normal mints.

Limited budget
But with a limited budget, OneSecond needed some fast-acting media to launch in Belgium, and Duval Guillaume and Initiative came up with an appropriate media strategy.

To launch OneSecond, Initiative booked TV spots that lasted just one-second -- a literal interpretation of the brand name. The ad ran for only one day, May 19, but with high frequency, appearing in every break on VTM, RTL and Jim TV. The first two would provide reach as the largest commercial TV stations, while Jim TV targets a young audience.

A one-second whipser
Viewers saw a woman sticking the gel on her tongue followed by a product shot and a fast-paced whisper of “one second.”

After the launch, a two-week TV campaign used 10-second ads, in black and white as well as color, to illustrate the sense sensation OneSecond users experience. TV may be the most heavily used medium around but this campaign demonstrates that it’s still possible to create a buzz.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database.

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