MUST Long Last: Second-hand chewing gum offer

Chocolate and confectionary brand Elite launched a new line of chewing gum called MUST Long Last, whose taste lasts much longer than that of regular gum. The brief for BBR Saatchi & Saatchi Tel Aviv was to create a small budget print execution as part of a 360° campaign to launch MUST Long Last and drive home the long-lasting taste message. To do this, we put a series of small ads in the second-hand section of Israel's leading newspaper, Yediot Ahronot. A contact number dialed through to a recorded message containing information about the product.