For years, After Eight has been an iconic after dinner mint. However, overtime the brand has suffered from an old-fashioned image. This campaign has re-vitalised and updated After Eight by associating the mint with a modern dinner party, hosted by the legendary real-life character Jim Haynes. Jim is the godfather of social networking and has attracted 130,000 strangers to his open dinner parties in his Paris home for over thirty years. The campaign explores Jim’s world and shows how After Eight can create an unforgettable evening.

The TV is a 40-sec mini-documentary of one of his parties, showing Jim handing out the After Eights to round off a great dinner party. The digital element offers tips, After Eight games, recipes and other helpful dinner party hints. The microsite also houses a longer documentary about Haynes and his history. After Eight also launched the first online-dinner party as well as a Facebook application that gives you the opportunity to pass around virtual After Eights to your friends and get the chance to win a luxury trip to Paris and dinner at top-class restaurants.

Since launch, Nestlé has had over 56,000 visits since launch and in conjunction with instore promotion, After Eight has brought an additional 280,000 households to the brand. As the campaign went live, After Eight was the Number one chocolate mint boxed brand with over 50% share of the category.