Eclipse Mints launches new ‘Share a Little More’ brand platform via Clemenger BBDO, Sydney
Eclipse Mints and Clemenger BBDO Sydney have launched a new brand platform, Share a Little More.
The new platform represents a shift for the brand as it looks to inspire and celebrate real, authentic moments and the role that sharing a mint has to play in creating a moment of connection.
Launched via a spot developed in partnership with acclaimed director Jeff Low, the film shows a young couple escaping a world of fake connection by removing numerous emoji masks to share a mint, share a moment and create a connection.
Says Nicole McMillan, VP marketing AMEA, Mars Wrigley Confectionery: “Consumers face many pressures in today’s ‘always-connected’ online world, and despite all this connectivity they often don’t take the time to connect in real life.
“Share a Little More” is the perfect positioning to stand out and be noticed by our consumers. In creating a more ‘real and connected’ platform for the brand we also wanted to better reflect the diversity of our consumers.”
Says Darren Wright, creative director, Clemenger BBDO Sydney: “Supposedly we’re living in an age where we’ve never been so digitally connected but have never felt so alone. That’s a really scary thought. With Eclipse’s brand strategy being all about connection, we just wanted to encourage people to stop hiding so much, to reveal their true selves and share a little more.”
The campaign rolls out across TV and online.
Clemenger BBDO Sydney
Chief Creative Officer: Ben Coulson
Creative Director: Darren Wright
Creative team: James Beswick and Ollie Beeston
Head of production: Denise McKeon
Head of Design: Daniel Mortensen
Graphics: Jess Morgan
Sound design: Robbie Balatincz
Production Company: Rabbit
Director: Jeff Low
Producer: Alex Hay
Executive Producers: Alex Hay and Lucas Jenner
DOP: Ginny Loane
Art Director: Loretta Cosgrove
Casting: McGregor Casting
Editor: Simon Price, ARC EDIT
VFX: Blackbird VFX
Media agency: Mediacom
Head of Planning: Kit Lansdale
Planner: Ryan Smith
Head of Account Management: Madeleine Marsh
Senior Account Director: Hanne Haugen
Account Director: Billy Jones
Senior Account Manager: Katie Scrutton
Josh Pelz: Account Manager
Mars Wrigley Confectionery – Eclipse
VP Marketing AMEA – Nicole McMillan
Senior Brand Manager Mints Portfolio: Nick Clare
Assistant Brand Manager – Mints Portfolio: Matilda Davidson
46 Comments
That’s the most depressing thing I’ve seen in a long while. How did you manage to make chewing gum so sad and dire?
Just wow.
How many planners were involved in overcomplicating this brief ??
It’s a mint FFS, it’s not about sharing, loneliness, connection, revealing your true nature or diversity. It makes your breath smell minty.
Sometimes advertising is so far up it’s own ass it might as well be a tapeworm.
… is baaaaad
This is kinda interesting. We’ve seen the “face remove” before but still, it’s good and you know you’d put it on your website if you could.
It just means nothing. Doesn’t tell me anything about the product. It’s just tying to leverage a tired social concern about internet addiction, which has been solidly exploited for the past 3 years. Slow moving marketers making an ad people will forget in a week. Add it to the pile.
Love the craft gents
I like this a lot. It’s a simple story about being real and whatnot. The music is wonderful, and the overall craft is top notch. Nice.
Saw this a few weeks ago on telly, it’s really depressing. I’m sure it was meant to leave me feeling like I could find connection blah blah, but it really just left me sad and now I’m writing cruel comments on an advertising blog. Wish it was more inspiring and it made me nicer.
How many planners were involved in overcomplicating this brief ??
It’s a mint FFS, it’s not about sharing, loneliness, connection, revealing your true nature or diversity. It makes your breath smell minty.
Sometimes advertising is so far up it’s own ass it might as well be a tapeworm.
Haters gonna hate. It’s a beautifully crafted simple story. Well done lads.
I think it’s the treatment that’s thrown this out. Imagine if the heads were more fun playful, maybe it wouldn’t stand out as much, but it wouldn’t read like a horror movie.
No, wait scratch that…
https://bit.ly/2SqLNv4
It would be terrifying whatever way you do it.
This spot stuck with me when I saw it the other day. At least it’s not tying to fit in with all the bubbly propaganda that passes for brand work these days. Fairly unexpected from a mint.
I have to say, I like it. yes it’s dark and weird, and obviously the 50 second version could be improved with some selecting editing into a 30, but its more interesting and memorable than anything else I have seen a mint brand do in a long time. And for a product that probably has 80%+ of its sales through impulse purchases, being remembered is pretty much the only currency that matters.
To all the anonymous trolls, please try and offer a little more insight to your critiques than the rubbish above. (and no, I don’t work for Clems. I work in Melbourne, and can just recognise something that I wager is going to be surprisingly effective)
The narrative does not match the song. The song seems more suitable for narratives which involve nostalgia/reminiscence. Also the emojis – why? What’s the relevance and meaning using them? It seems like an attempt to connect to the millennials..and it doesn’t even make sense. You could just pretend a simple love story without it
Nicely crafted, but will likely be lost and forgotten quickly by a fickle audience that’s not really looking for ‘purpose’ from a breath lolly.
The reality is, this brand has flip-flopped from idea to idea and from tagline to tagline so many times over the past 15 years that it stands for absolutely zero.
@Get fucked apart from “ do you want fries with that?” do you have anything worthwhile to say?
so bad SOOOOOOOOOOOOOOOOOOO BAD
Love the eerie-aesthetic and cheeky piss take of Social-media/Category norms.
“Ooh, have you heard of emoji’s. Young people like emojis, so they’ll like us!”
Come on! Also, this is not branding, please don’t conflate advertising and branding.
So its about technology? Then why do the ’emojis’ look like Michael Myers summer wardrobe? What a mess. Idea and execution.
?
Emoji of scratching head looking bewildered
Nice piece of film.
….don’t be ridiculous.
Amazing bit of film. Best telly i’ve seen out of Oz in a long time!
…. I like that.
Stands out amongst the other dire ads on telly.
And the music track is great.
of high concept ads of yesteryear. Weird, dark and memorable. The reaction above proves how safe and bland you lot have all become.
Telly in Oz is boring. This has an idea. This feels international. This has a spirit and… It’s not a bloody manifesto. Hats off to Clems.
Many years ago in a hole of unhappiness, while travelling on a bus, a lady offered me a mint and this small gesture had a profound impact upon me.
True story.
It was a Polo mint though so f#ck Eclipse.
https://www.youtube.com/watch?v=x1TBlPelvbE
I think it’s a beautiful piece of film and one of the few Aus ads that has genuinely engaged me in a long time….but not convinced the average Australian would agree and not sure it will get the brand cut through…. i hope I am wrong though as I love it.
Interesting but a miss…the music is morose and disengaging.
I like it. it’s different. Kinda dark as people have said, but at looks at an angle with some substance behind it and not the done-to-death path of fit, zesty people farking around with minty fresh breath
Also, “please conflate advertising and branding.”
why not?
Advertising is part of marketing and marketing is part of branding.
I genuinely think that this blog is populated by an ever increasing array of people who have no idea what they are talking about. Yes, i get that it is cool to rag on Clems but a really great piece of film got made a time when we all have two fifths of fuck all to make work. This is an emotional story told fantastically with great craft. Lighten up people… Advertising is meant to be fun.
Nah, I like it.
‘advertising people have been admitting since the 1920’s that their job is to make people feel inadequate – and then offer their product as a solution to the sense of inadequacy they have created.
Ads are the ultimate frenemy – they’re always saying ‘Oh babe, I want you to look/smell/feel great; it makes me so sad that at the moment you’re ugly/stinking/miserable; here’s this thing that will make you into the person you and I really want you to be…..Oh, did I mention you have to pay a few bucks. You’re worth it’
I like it. We all want to connect with someone and you better have nice breath when you do.
that there is a correlation between the number of comments a piece of work generates and its effectiveness. Love it or hate it, only things that are noteworthy actually generate any sort of buzz.
To quote the legend that is Dave Trott – 4% of advertising is remembered positively, 7% negatively, 89% is not remembered at all. Everyone these days is so scared to be in the 7%, that they’d rather be in the 89%.
I actually found myself enjoying this (albeit, that a 50 second cut is at least 20 seconds too long). Unlike some though, I will reserve final judgement until we know how effective it has actually been. After all, that’s the job. Sell shit. Not make art. And my gut feel is that that this will sell.
(Also, if the rest of you are so secure in your convictions, why not put your real name to them? It’s easy to be a keyboard warrior when you hide behind a snarky pseudonym)
The facial reactions at the end could have just been a little stronger – that aside, I think it works and works well.
I like it.
And I also like pseudonyms.
Why are you PR’ing this so long after it has launched. But more importantly, why did the client make this ad. The old DDB “you like fresher” spot was simple, product benefit focused and timelessly engaging.
Beautifully done, a proper ad
im not exactly sure why, but this is my favourite Aussie ad in a while. It’s just a beautiful, odd and strangely intriguing little love story.
I have to go to this website to check the meaning of this advertising. I guess i am not the target market. It is a unique ad though.
Nice song! What is it or was it written especially for the ad!