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Jakemans

Marvel in the Menthol

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Background 

Jakemans looked to include cinema on the AV mix for the first time, running its Marvel in the Menthol 30” TV copy on the big screen to see the impact cinema’s unique environment could deliver for their target demographic of 45+ adults.

Plan

Jakemans wanted to access a title that would help them reach a high proportion of their 45+ target audience demographic. Downtown Abbey: The Grand Finale, the highly anticipated final instalment in the much beloved franchise, significantly over-indexed against the key audience and so was the perfect choice for Jakemans.

Results

The big screen was a huge success for Jakemans, with cinema’s attentive environment the ideal location for the unique creative and drive uplifts on KPIs.

72%

recall of the Jakemans creative in cinema, significantly higher than the DCM benchmarks.
+72%

uplift in those saying they would consider (T2B) Jakemans Throat Lozenges, amongst those who were exposed to the ad in cinema. 
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