Nic Gorini

https://files.syndicateroom.com/guides/100-fastest-growing-companies-uk.pdf

Agency BBH - Client Perfetti van Melle
In 2007, Cippi blasted onto Italy’s screens in an advert for Air Action Vigorsol to promote the icy freshness of their gum. The flatulent chipmunk quickly became a star among Italian teenagers and the wider public. The 2008 challenge was to turn Cippi from advertising property into entertainment icon. The response was to treat Cippi like an entertainment brand and produce 12 cartoon episodes. Distribution came through editorial partnerships both on… Show more

Agency BBH - Client Perfetti van Melle
In 2007, Cippi blasted onto Italy’s screens in an advert for Air Action Vigorsol to promote the icy freshness of their gum. The flatulent chipmunk quickly became a star among Italian teenagers and the wider public. The 2008 challenge was to turn Cippi from advertising property into entertainment icon. The response was to treat Cippi like an entertainment brand and produce 12 cartoon episodes. Distribution came through editorial partnerships both on mobile - Vodafone enabled free access to 28 million people; and online - the films were placed on premium content portals. This led to seven million interactions, and the Cippi series even made it onto national TV. Show less

Air Action Vigorsol was the best-selling chewing gum brand in Italy, a position it had enjoyed for a number of years. Like every other chewing gum market, the category in Italy was largely impulse-driven, meaning top-of-mind awareness was key. Traditionally, Vigorsol had created popular TV ads which communicated the main product benefit - namely, that it delivered a refreshing blast of cold air when chewed - in a light-hearted fashion. By 2007, however, both internet and 3G mobile phone… Show more

Air Action Vigorsol was the best-selling chewing gum brand in Italy, a position it had enjoyed for a number of years. Like every other chewing gum market, the category in Italy was largely impulse-driven, meaning top-of-mind awareness was key. Traditionally, Vigorsol had created popular TV ads which communicated the main product benefit - namely, that it delivered a refreshing blast of cold air when chewed - in a light-hearted fashion. By 2007, however, both internet and 3G mobile phone penetration were growing rapidly in the country, meaning television was not delivering the same levels of long-lasting awareness as previously. To address this problem, it was decided Vigorsol should look to develop an "entertainment property" rather than an "advertising property". Ultimately, this took the form of Cippi, a chipmunk with an "incredible powers to create icy farts", an ability given to him by Air Action Vigorsol. A buzz about the campaign was created by seeding exclusive material with influential bloggers, with TV also creating a "big bang" at launch, and a range of other digital content, such as online games and mobile apps, helping to "fill in the gaps" between these forms of media. Show less

Agency BBH - Client Perfetti Van Melle
Air Action Vigorsol is Italy’s most popular brand of chewing gum. Vigorsol’s advertising annually shocks and surprises, showing how the gum’s astonishing, icy blast of freshness expresses itself in unexpected ways. In 2007, a film was created with Cippi, a rodent with incredible farting powers given to him by the fresh air explosion, as the hero. Our next objective was to bring Cippi to life, to ensure that he would become a cross-platform phenomenon… Show more

Agency BBH - Client Perfetti Van Melle
Air Action Vigorsol is Italy’s most popular brand of chewing gum. Vigorsol’s advertising annually shocks and surprises, showing how the gum’s astonishing, icy blast of freshness expresses itself in unexpected ways. In 2007, a film was created with Cippi, a rodent with incredible farting powers given to him by the fresh air explosion, as the hero. Our next objective was to bring Cippi to life, to ensure that he would become a cross-platform phenomenon and the sound of his unique blast could be heard everywhere across Italy. Show less