Halls had a problem. As popular a brand as they were, they were being over-taken by other mint candies in their category. So they introduced a new element in their candies called "micro-cooling crystals". These crystals made the cool jolt even stronger than before.

 

We created a campaign personifying this cool jolt. We called them the "Cool Crew", blue characters that looked similar to the "micro-cooling crytals" in the candies Halls was about to introduce to the market.

These characters were first introduced to the Philippine Market with an on-ground effort. We sent the "Cool Crew" all around Metro Manila jolting people with their "micro-cooling" surprise.

The "Cool Crew" visited malls, bus sheds, parks, and even walked around the metro giving out free samples of the jolts. The campaign was such a success, the volume of sales grew by 16% in just one month of the on-ground campaign being implemented.

As news of the "Cool Crew" started to gain traction, we introduced them on tvc's aired during prime time.