Stimorol Mega Mystery: The Sampling Guru

Stimorol Mega Mystery gum launched in South Africa with a mystery flavour that no one can quite figure out. To make the product and its flavour feel even more mysterious, Ogilvy Cape Town created a sampling promo that astonished the public: A levitating monk offering the mysterious gum to passers-by. A secret rig was built to create the impression of levitation, and the public were invited to interact with him and sample the gum. Within minutes it was photographed, tweeted, shared on social media, and made the evening news on TV and in newspapers.