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Perfetti van Melle breaks Frisk campaign

Perfetti van Melle Canada has begun a new campaign called “Don’t be afraid to open your mouth” to promote its Frisk line of breath fresheners. The campaign makes use of copy intended to reflect what can be said when someone is unafraid to open their mouth. The copy includes lines such as, “Honey, I’ve been faking it for the past 10 years,” “Perhaps you should invest in a mirror” and “Sorry Jim, size does count.” In addition, audio speakers have been installed in a number of bus shelters in Montreal. The speakers broadcast a variety of similar comments. Washroom posters from Zoom Media have been placed in restaurants and bars in Toronto, Montreal and Vancouver. Promotional workers are also distributing samples of the products in these cities. The campaign includes a website at <> at which visitors can engage in a dialogue with a virtual host. “The message is clear,” said Laurence Pichon, director of marketing for Frisk in Canada. “Frisk gives a refreshing air to any and all conversations. What’s more, this provocative campaign prompts consumers to react and interact. This choice of media allows us to reach consumers where they interact socially.” The campaign was created by Cossette Communication-Marketing and its subsidiary Blitz Direct, Data and Promotion. The website was constructed by Fjord Interactive Marketing, also a Cossette division.

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