Mondelez: The refreshing game changer

Olips, a mint brand, targeted gamers in Turkey to promote its products.

Campaign details

Brand: Mondelez InternationalAgency: Publicis Groupe TurkiyeRegion: EMEA

Strategy

Objective

Preference and reach across the target audience.

Target Audience

The campaign has been ongoing for 3 years, but as we can also see in the TGI trend report, the desired preference levels have not been reached in the years 2020 (7%), 2021 (11%), and 2022 (15%).

Creative Strategy

Our target audience was gamers. We segmented this gamer audience into three groups based on their levels of interest (determined by how many hours they played games per week). The first group, 'Gaming Enthusiasts,' became our...

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