For whatever reason, the ginger jokes don't get old -- except to the gingers of course. This is why the Stimorol Gum HeartGingers campaign is hilarious and effective. The brand needed to distribute 40,000 packs of their new Orange Mint flavor and chose to do so in a way that would be memorable and relevant.
To recruit the gum-distributing gingers, Stimorol created a group called ‘HeartGingers' and used various social media mediums to subsequently create a ginger flash mob at the Synergy Music Festival. Over 6,000 people in attendance at the festival were exposed to the Ginger army.
The creative and entertaining stunt makes for an unforgettable and successful ad campaign that has generated positive results for the brand.
Key Themes Behind This Trend
- Memorable Brand Stunts
- Stimorol's HeartGingers campaign showcases the effectiveness of using memorable, creative stunts to spread brand awareness.
- Utilizing Social Media
- Stimorol's HeartGingers campaign demonstrates the value of utilizing various social media mediums to build brand awareness and engage with a target audience.
- Targeted Marketing
- Stimorol's HeartGingers campaign highlights the benefits of targeted marketing, in this case, using individuals with red hair to distribute the new gum product, establishing a memorable and relevant connection with consumers.
Where This Applies
- Food and Beverage
- Stimorol's HeartGingers campaign showcases innovative and memorable marketing tactics that can be utilized by food and beverage companies.
- Entertainment
- Stimorol's HeartGingers campaign’s use of social media and an entertaining flash mob is a lesson for the entertainment industry in how to effectively market content in an age of mass media consumption.
- Fashion and Beauty
- The use of individuals with red hair by Stimorol's HeartGingers campaign to promote their new gum is an excellent example of targeting a demographic within fashion and beauty to establish relevance with consumers.
