Help futureproof Extra Refreshers by driving awareness and relevance with a new, younger audience.

The brand was perceived as a favourite of older consumers, which was why they were keen to engage a younger audience. However, Refreshers had a very limited presence on TikTok, which is the most popular platform with this demographic. By working with creators, we could make noise in the market with organic and paid media that would meet our objectives.

Connecting Refreshers with creators that had a relationship with the brand and an audience of 18-34-year-olds.

Research revealed that the target audience on TikTok – the lead platform for this demographic – was fascinated by nostalgia, which was driving fashion, music and food trends. As we explored this route we discovered that tropical, flavoured gum, like that of this product, was popular in the 70s and 80s. With the red thread ‘Let’s Get Nostalgic’, we briefed creators to make platform-native content showing where Refresher’s flavours took them and their wardrobe. We worked with brand advocates who had high engagement from Gen Z, an audience crossover with one another for organic retargeting, and a track record of performing against our KPIs. Their content was amplified with a hashtag, trending sound strategy for SEO attention and pushed Spark Ads with Top Feed. This ensured that 72% of impressions came from the first ad in TikTok’s FYP.

This campaign achieved outstanding results thanks to the creators, whose collective audience was 75% between the ages of 18 and 34 (11.1M), 49% male and 51% female. We reached 8.1M people with a 31% engagement rate showing that the audience connected with the content in a real way.