# Gum-Loving Ginger Ads The Stimorol Gum HeartGingers Campaign Plays on Redhead Exploitation By Corinne Guirgis | Published 2011-06-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/stimorol-gum-heartgingers-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/06/stimorol-orange-mint-heartgingers-campaign/) & [mahala.co.za](http://www.mahala.co.za/culture/gingers-love-synergy/) For whatever reason, the ginger jokes don't get old -- except to the gingers of course. This is why the [Stimorol Gum HeartGingers campaign](https://www.trendhunter.com/trends/excel-gum) 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](https://www.trendhunter.com/trends/hard-mtn-dew-code-red) at the Synergy Music Festival. Over 6,000 people in attendance at the festival were exposed to the [Ginger army](https://www.trendhunter.com/trends/ginger-rescue-lozenges). The creative and entertaining stunt makes for an unforgettable and successful ad campaign that has generated positive results for the brand. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 44% | Activity: 91% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### 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. ## Related on Trend Hunter - [Safe Social Interaction Campaigns](https://www.trendhunter.com/trends/chew-it-before-you-do-it.md) - [Interactive Gum Marketing Campaigns](https://www.trendhunter.com/trends/flavour-vote-campaign.md) - [Divergent Chewing Gum Campaigns](https://www.trendhunter.com/trends/tridifferent.md) - [Music Producer Gum Campaigns](https://www.trendhunter.com/trends/5-gum-and-zedd.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md) - [Ginger Ale Campaigns](https://www.trendhunter.com/trends/reeds-real.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [Revamped Freshness Platforms](https://www.trendhunter.com/trends/mars-1.md)