Our communications strategy was aiming at:1. Educating consumers about Extra’s ability to solve their after-lunch needs2. Providing specific calls to action, reaching out only after lunch in post meal environments via communication and samplingA strong TV campaign running across all time slots acted as the base for the campaign reaching out to our broad adult audience.We then constructed a national sampling program designed to deliver the solution direct to table. Across Germany we went into business canteens and restaurants, briefing staff how and when to deliver Extra as the final course of the meal. As gastronomy proved to be a sector that is hard to control, the briefing had to contain clear and obligatory instructions. Implementation itself was guided closely and included sophisticated control mechanisms.We reinforced the message via ambient media such canteen posters.

“After Lunch” became a national ritual. We delivered more than 10 million samples to consumers just after they finished their dessert.

We boosted perceptions of EXTRA – brand scores for “most chewed gum” increased by 21%.We got Germany thinking about EXTRA as the oral care solution for a fresher afternoon. Scores for “After lunch” as the No 1 usage occasion went up from 36% to 57%.The number of consumers who consider themselves “regular users” increased by from 26% to 34%.We delivered massive behavioural change: on average, sales rose 6% per week.Germany is chewing EXTRA Professional after every lunch – are you?