One second was launched via a small TV-campaign, but with major results.We used a large audience medium to reach our real target: the distribution.Because of the media attention we got a lot of free publicity. And the One Second story was well covered in the press.That immediately made One Second relevant and interesting for the retailers.

One second mint gel is a brand new product in the confectionary market. It’s a new product with a new way of use, and it’s a new brand. We only had one chance to launch the brand, only one chance to get picked up by the distribution channels.

One second got picked up by all the supermarket chains, hence making the product available to the public. Next to this, we succeeded in getting the product in the press for several weeks, for product features and in depth interviews with the inventor/founder of the product/company.

We created a stunt, a one-off to make a large impact on our audience. A one second commercial about one second, the fastest mouth refresher in the world. It fits the on-the-go mentality of people today. Everything has to go faster, everything needs to be instant, a mouth refresher as well.

Since One Second is a start up brand, it doesn’t have large resources. We had to invest the little we had in a wise and impactful manner.We chose to do a stunt that fitted the product and the brand name: a one second commercial in every commercial break on one specific day (on the most popular commercial channels). It had never been done before.