Campaign: Eclipse Mints Launch Limited Edition Paraphernalia For Australia Day

Campaign: Eclipse Mints Launch Limited Edition Paraphernalia For Australia Day

Eclipse Mints is encouraging Australians to say ‘Hello’ this Australia Day with limited edition Australia Day themed Eclipse tins and paraphernalia designed by brand activation agency 31ST:SECOND.

Hannah Furness
Posted by Hannah Furness

The tins aim to enhance the brand relevance of Eclipse Mints and tap into the patriotism surrounding Australia Day.

The hero element of the campaign is the Australia Day themed car mirror socks designed by 31ST:SECOND. The socks clip onto car mirrors and are a gift with purchase when consumers buy two hard tinned 34g Eclipse Mints tins at Woolworths petrol stations. The Australia Day themed Eclipse tins will be available for a limited time across all Eclipse Mints distributorships.

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31ST:SECOND have also developed creative in-store point of sale including eye-catching tower bins, which command consumer’s attention and emphasise the Australia Day Eclipse Mints tin. Securing the impulse purchase is a key initiative within the FMCG Mint category and the aspirational branded tower units function to interrupt shoppers and offering consumers the opportunity to demonstrate their patriotism.

The campaign went live on the 3rd January 2015 for 4 weeks securing the necessary lead- time for consumers to anticipate Australia Day and connect with Eclipse Mints to the desired effect.

31ST:SECOND’s Director, Vaughan Kerr said: “As well as capitalising on the patriotism of consumers around Australia Day we are also setting a strategic platform for talkability.

“We expect that the Aussie themed mirror socks will have a dual effect of promoting Australia Day, and also act as a mobile billboard of sorts for Eclipse Mints. People will organically reference the brand to everyone asking about their mirror socks.”

Car accessories are becoming increasingly popular around calendar dates including Christmas and Easter and 31ST:SECOND are evolving the trend to maximise sales of Eclipse Mints and stimulate grassroots publicity that will be reinforced by point of sale and the themed Eclipse 34g hard tins.