How do you get people to notice a new product launch that no one cares about with a tiny budget? By hijacking another product launch that everybody cares about.
The launch of Stride’s new Mintacular flavour was close to the suspected launch date of Apple’s new iPhone. To take advantage of this we put up a mystery billboard in New York displaying a date in a familiar typeface... A week later we revealed that this particular ad was not for a groundbreaking new smartphone, but a groundbreaking new watermelon-flavoured gum, which we launched with our very own Apple-style product infomercial.
For the most part the internet enjoyed our trickery and for a sweet moment we were on the front page of reddit. We even got a mention in the New York Times
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Billboard before and after
