Sometimes, an activation doesn’t have to be very complicated. Most people over 50 know the Fisherman's Friend brand very well, but the brand awareness among the youth had to be boosted. How? Just let them taste it.
The Superchargers went out and about during the time of the commercial, to reach as many young people as possible. No student introduction-week, University, HBO or MBO was skipped. By simply handing out a lot of samples (half a million in total!) we introduced the youth to Fisherman's Friend.