Thinking

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Thinking

Initially we brought the base gum business back to life with a TV spot that featured a soundtrack by Gorillaz and an insider look into what breaking the ice is really like.
We then leveraged the oft-confused Jessica Simpson and her sister Ashley to announce the coming of a never-seen-before form of mint – IceBreakers Liquid Ice. We followed-up the success of one pop sister duo with another – Hilary and Haylie Duff – reacting to the extreme cooling effects of IceBreakers Ice Cubes (cameos by Hall of Fame announcer Keith Jackson and the king of “Whoa” himself, Joey Lawrence).
The campaign catapulted Ice Breakers Liquid Ice to the #1 mint in America, dethroning perennial favorite, Altoids.

Video

National Television